rAce innumbers
1
CONTENTS
1.0 ABOUT THIS REPORT 03
2.0 cREdEnTIAlS 05
3.0 EXEcUTIVE SUMMARY 07 3.1 KEY HEADLINES 09 3.2 KEY FINDINGS 11
4.0 RAcE SUMMARY 13
5.0 RESEARcH PROGRAMME 15
6.0 TElEVISIOn 16 6.1 BROADCASTS AND COVERAGE 18-21 6.2 AUDIENCE 22-23 6.3 VALUE 24-25 6.4 SELECTED MARKETS 26-27
7.0 VISITInG MEdIA 28
8.0 PRInT 29 8.1 COVERAGE 30-31 8.2 READERSHIP AND CIRCULATION 32-33 8.3 SELECTED MARKETS 34-35
9.0 OnlInE 36 9.1 WEB 38-39 9.2 .TV/VIDEO 40-41 9.3 GAME 42-43 9.4 MOBILE 44-45 9.5 ONLINE MONITORING 46-47
10.0 RAdIO 48-49
11.0 SYndIcATES/SPOnSORS 50 10.1 CASE STUDY – PUMA 50-55 10.2 SYNDICATE SUMMARY 56-57 12.0 AUdIEncE PROFIlE 58
13.0 IMPAcT And AWAREnESS 64
14.0 EcOnOMIc IMPAcT 72 13.1 FOOTFALL 76 15.0 2005-06 RAcE VERSUS 2008-09 RAcE 78
16.0 RAcE STATISTIcS 82
17.0 cHAnGInG MEdIA lAndScAPE 88
18.0 BAcKGROUnd 92
THIS REPORT SUMMARISES KEY FIndInGS FROM THE GlOBAl RESEARcH PROGRAMME FOR THE 2008-09 VOlVO OcEAn RAcE. THIS RESEARcH PROGRAMME WAS dESIGnEd TO PROVIdE STAKEHOldERS WITH A cOMPREHEnSIVE ASSESSMEnT OF THE RAcE’S REAcH And IMPAcT. THE RESEARcH GATHEREd FOR THIS REPORT cOVERS THE PERIOd FROM OcTOBER 2008 – THE MOnTH BEFORE THE RAcE START – TO JUlY 2009 – THE MOnTH AFTER THE RAcE’S cOnclUSIOn. THE REPORT dElIVERS dATA RElATInG TO MEdIA REAcH And ORIGInAl, OBJEcTIVElY-dERIVEd InSIGHTS InTO THE VAlUES ASSOcIATEd WITH THE RAcE AS WEll AS THE IMPAcT On STAKEHOldER BRAndS. THE RESEARcH PROGRAMME WAS dESIGnEd And MAnAGEd BY IFM SPORTS MARKETInG SURVEYS. THIS REPORT AlSO InclUdES dATA And AnAlYSIS FROM MUlTI-cHAnnEl OnlInE And MOBIlE cOMMUnIcATIOnS And EcOnOMIc IMPAcT FIndInGS WHIcH HAS BEEn GEnERATEd BY AddITIOnAl SOURcES.
1.0 ABOUTTHIS REPORT
This report summarises key findings from the global research programme for the 2008-09 Volvo Ocean Race.
The research programme was designed to provide stakeholders with a comprehensive assessment of the Race’s reach and impact.
The research gathered for this report covers the period from October 2008 – the month before the Race start – to July 2009 – the month after the Race’s conclusion.
The report delivers data relating to media reach and original, objectively-derived insights into the values associated with the Race as well as the impact on stakeholder brands.
The research programme was designed and managed by IFM Sports Marketing Surveys.
This report also includes data and analysis on media, multi-channel online and mobile communications, which has been generated by additional sources. The economic impact findings are the result of a study by deloitte.
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2.0CREDENTIALS
disclaimerWhilst proper due care and diligence has been taken in the preparation of this document, Sports Marketing Surveys cannot guarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a result of using information or recommendations contained within this document.
Head Office UKSpecialists:
SportsMarket ResearchMedia Evaluation
Consultancy
Sub BrandSpecialists:
Music, Film, Arts,EntertainmentConsultancy
Parent CompanyHQ Germany
Specialists:Sports
Media EvaluationConsultancy
IFM Sports Marketing Surveys has 25 years’ experience in sponsorship and leisure research and consultancy. The company has a global reach across all five continents and provides specialist consultancy and commercial advice on all aspects of sport, sponsorship and leisure research.
Expertise includes: • Advisory and
consultancy Services• Audience Audit and
Validation• Bespoke Research
Studies• Bidding and Hosting
Evaluation• Compliance
Monitoring• Economic, Legacy,
Tourism and Environmental Impact Studies
• Event Research• Naming, Title and
Property Rights Valuations
• Sponsorship Evaluation and Return on Investment Analysis
• Sports Goods Research
• Venue, Stadia and Arena Feasibility Studies
Sports Marketing Surveys and the IFM Sports Group has been involved in the Volvo Ocean Race working with Volvo Event Management UK since 1997 – when the last Whitbread Round the World Race took place. The company provided research services on the 2001-02 Volvo Ocean Race including both media and market research, the international television analysis for the 2005-06 Race. For the 2008-09 Race they have provided a full service of media and market research including hospitality research for Volvo car corporation and Volvo AB.
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3.0EXECUTIVE SUMMARYThe figures generated by the research programme and data and analysis collated from additional sources demonstrate that the Volvo Ocean Race is a dynamic sporting event, which delivers global reach and impressive return on investment for stakeholders.
A ground-breaking route, which took the fleet to uncharted waters and new frontiers such as Asia, enabled the Race to provide unrivalled global penetration for professional sailing.The Volvo Ocean Race has acknowledged the shift in the global media landscape and has broadened its communications beyond the traditional medium of television and print.
In 2008-09 the Race offered a varied multimedia diet for both traditional and adopted race followers as part of a committed strategy of multi-channel communication.
A content-rich website in four languages, live video streaming and live audio of in-port racing and leg starts on volvooceanrace.tv and the phenomenal
success of the Race’s online game enabled audiences to interact with the Race as never before.
As a result, the media coverage touched a broad global audience and the event engaged new audiences through external online partnerships, via a dedicated mobile channel and forays into social media networking.
Showcasing the world’s elite sailors and the world’s fastest monohull – the Volvo Open 70 – at race stopovers in the new territories, has taken the appeal of the Race to unprecedented levels.
This report underlines the event’s status as the world’s premier ocean race and a compelling sponsorship platform.
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35%Increase in footfall on the 2005-06 Race
600 millionCumulative print circulation, a 104% increase
89 millionOnline audience (web, mobile, game, social media)
US$54.2 millionAverage media value (TV, print) for team’s main sponsors
200-300%Typical return on investment for syndicate sponsors
A favourable impact on attitudes towards sponsor’s brands
Considerable growth of awareness of the Race beyond core sailing audience
60%of the Race’s followers occupy senior managerial positions
37%of those aware of the Race are categorised as ABC1
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3.1kEY HEADLINES
1.619 BILLIONCumulative readership from 13,038 articles(Source: SMS End of Race Report)
1.327 BILLIONCumulative TV audience from 11,057 broadcasts(Source: SMS End of Race Report)
1.168 BILLIONCumulative radio audience from nearly 1,500 broadcasts(Source: World Sports Communications Report)
89,596,892Cumulative web audience (visits) from all Volvo Ocean Race online properties(Source: Google Analytics, VEMUK)
US$131million (Û89.2million)Total economic impact for Alicante – 46% increase on 2005-06 start port(Source: Deloitte)
US$*54.2 MILLION Average media value (TV and print) for each team’s main sponsor*This figure represents the top seven teams. (Source: SMS End of Race Report)
10 MILLIONMobile page views delivered to over five million visits. Every second of the Race somebody was hitting the server(Source: SMS End of Race Report)
3,879,362Total footfall, 35% increase in comparison with the 2005-06 edition(Source: Stopover Organisations)
1,060,973Views from 449 videos on YouTube
1 MILLIONPeople returned to the official website more than 100 times
221,768Registered players from more than 180 countries in the Official Game(Source: Google Analytics)
160,000Footfall – peak day – (Stockholm)(Source: Stopover Organisations/VEMUK)
3.2kEY fINDINgS fROM AwARENESSAND IMPACT RESEARCH
There was a significant increase in those under 45 who were aware, unprompted, of the Volvo Ocean Race, an indication that the event is attracting a younger audience. Even though the Volvo Ocean Race’s target market is ABc1 men, research also showed that unprompted awareness of Volvo’s sponsorship (amongst those aware of the Race) was higher
among women in Italy, Spain and the UK.
The values most strongly associated with the Race include:
• world class• global• Extreme• Challenging• Prestigious• Adventurous• Teamwork
The role of the internet when following a long event such as the Volvo Ocean Race is increasingly important with 42% of respondents saying they followed the Race through the web.
Teams with major commercial title brand sponsorship received higher levels of awareness.
IMAGE OF THE VOlVO OCEAn RACE
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The chart to the right shows the prompted image of the
Volvo Ocean Race amongst all respondents who were
aware of the Race.
Question: Please indicate which of the following words
you think best describe the Volvo Ocean Race? Please
choose as many as apply.
Respondents selected words from a prompted list.
The larger the word, the more mentions it received.
ENVIRONMENTALLY FRIENDLY TECHNICALLY INNOVATIVE
ELITIST
INSPIRATIONAL
PRESTIGIOUSWORLD CLASS
CHALLENGINGTEAMWORK
ADVENTUROUS
EXCITING
PROFESSIONALGLOBAL
QUALITY
SAFE
FLEXIBLE and OPEN
EXTREMEENTERTAINING
BORING
CARING / FRIENDLY
HONEST / TRUSTWORTHY
SOCIALLY RESPONSIBLE
Extremely close racing, multiple leg winners, different podium placings at scoring gates and in-port races, acts of heroism, daring and superb seamanship for the entire 37,000 nautical miles – these were the highlights of the 2008-09 Race. Though the overall spoils went to Torben Grael’s Ericsson 4, his highly-experienced, multi-national crew were kept on their toes and on their mettle by PUMA and Telefónica Blue, second and third respectively. Grael and his men established a new monohull 24-hour record on leg one from Alicante to cape Town as the Volvo Open 70 reinforced it credentials as the world’s fastest and most dramatic ocean-
going thoroughbred.Ericsson 4 recorded 596.6 nautical miles with an average speed of 24.8 knots. The record eclipsed the previous best of 562.96 set by Frenchman Sebastien Josse and his crew of ABn AMRO TWO in the 2005-06 Race. Ericsson 4 was quick out of the blocks, winning the first two legs before claiming podiums at two of the next three. Thereafter, the team recorded wins in three of the last four legs. The fleet took a pounding from mountainous seas and gale force winds on a brutal upwind leg two from cape Town to cochin, while gusts of 55 knots were on the menu for leg four from Singapore to Qingdao.
The nordic rookies on Ericsson 3, with seven-race Whitbread/Volvo veteran Magnus Olsson handling the reins, pulled off the strategic masterstroke of the Race when, against traditional wisdom, they headed north in the Southern Ocean and gained enough of a cushion to lead the fleet into Rio. Green dragon came late to the campaign and was hampered by a boat speed deficit. With rookie skipper Ian Walker at the helm and Guo chuan, the Race’s first chinese sailor as Media crew Member, they nonetheless turned a few heads. Elsewhere there was trial and tribulation in equal measure. PUMA finally reached the top spot on leg nine from Göteborg to Stockholm. Telefónica Blue ran
4.0RACE SUMMARY
FInAl POInTS TABlE
1 ERIcSSOn 4 114.5 POInTS
2 PUMA 105.5 POInTS
3 TElEFÓnIcA BlUE 98.0 POInTS
4 ERIcSSOn 3 78.5 POInTS
5 GREEn dRAGOn 67.0 POInTS
6 TElEFÓnIcA BlAcK 58.0 POInTS
7 dElTA llOYd 41.5 POInTS
8 TEAM RUSSIA 10.5 POInTS
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aground at two leg starts.
delta lloyd, Telefónica Black and Ericsson 3 all spent time on the sidelines as the world’s most hostile oceans sought to wreak havoc. delta lloyd, the former ABn AMRO OnE, winner of the 2005-06 event, struck a blow for first generation Volvo Open 70s by turning in some impressive performances under the guidance of Spain’s Roberto ‘chuny’ Bermudéz. Team Russia started the campaign with the rest of the fleet in Alicante in november, but succumbed to the global economic slowdown in Singapore. The Russians re-emerged for the parade of sail in St Petersburg at the end of the Race. The intensity and excitement was maintained to the end with Telefónica Black winning the final dash to St Petersburg after an exhaustive tacking duel with PUMA over the final miles of an epic nine-month contest.
5.0RESEARCH PROgRAMME
• The Race started from Alicante on 11 October 2008 and continued via a total of 10 port stopovers to St Petersburg in June 2009.
lEG lEG START DATE lEG EnD DATE nO. DAYS COVERED
01 AlICAnTE TO CAPE TOwn 11 OCT 2008 14 nOV 2008 35
02 CAPE TOwn TO COCHIn 15 nOV 2008 12 DEC 2008 28
03 COCHIn TO SInGAPORE 13 DEC 2008 17 JAn 2009 36
04 SInGAPORE TO QInGDAO 18 JAn 2009 13 FEB 2009 27
05 QInGDAO TO RIO 14 FEB 2009 10 APR 2009 56
06 RIO TO BOSTOn 11 APR 2009 15 MAY 2009 36
07 BOSTOn TO GAlwAY 16 MAY 2009 5 JUn 2009 21
08 GAlwAY TO GÖTEBORG 6 JUn 2009 13 JUn 2009 8
09 GÖTEBORG TO STOCKHOlM 14 JUn 2009 24 JUn 2009 11
10 STOCKHOlM TO ST PETERSBURG 25 JUn 2009 27 JUn 2009 3
** Spain started being monitored from 20 September 2008* Excluding Russia which was monitored until 12 July 2009
The 2008-09 research programme included the following elements:
• Media evaluation• Race awareness
study• Race impact study• impact and
attitudes (online)
Additionally this report includes results and analysis of race exposure across multi-channels including online and mobile, and data relating to radio and photography.
Media evaluation includes analysis of TV and print audience, exposure and value, breadth of multi-channel reach and audience response and behaviour. The Race Impact and Awareness Study (pre-Race and post-port stopover) was undertaken in a number of markets amongst a nationally representative adult sample. It covered spontaneous awareness of the sponsors of the 2008-09 Race, awareness of the event, image and
attitudes to the Race, value of the association with the Race and attitudes to sponsors of the Race.
The sailing fan impact and attitudes study (via www.volvooceanrace.org) was in two waves – Oct 08-Jan 09 and May 09-July 09 and investigated the opinions of the avid followers of the Race online.
It analysed brand values attributed to the Race, brand perception and behavioural change and the messages of lifestyle challenge and
overcoming adversity.While the research programme’s focus was towards the Volvo Ocean Race and Volvo in particular, there were important findings and learning for syndicates and their sponsors. The background and method to each area of the programme is explained in greater detail in each relevant section.
• A significant amount of coverage was generated pre-race – outside of the research programme monitoring period.
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OVERVIEw
lEG MOnITORInG PERIODS
6.0TELEVISION
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IN ADDITION TO THE CORE MARkET PENETRATION, COVERAgE ACROSS PAN-ASIA CONSIDERABLY BROADENED THE RACE’S BROADCAST REACH
• Measurement for the principal broadcasters at key times was carried out for the following territories between 1 October 2008 to 30 June 2009.
• In Spain, monitoring commenced on 20 September 2008 and in Russia monitoring terminated on 12 July 2009.
• continuously monitored markets were:
China, france, germany, Ireland, Italy, the Netherlands, Russia, Spain, Sweden, Uk, USA.
• 38 weekly half-hour programmes were produced in-house in collaboration with specialist independent production company Sunset+Vine.
• Monthly programmes were also distributed throughout the race cycle.
• Regular news items were produced and distributed by Sunset+Vine|APP.
• Programming was provided to major international broadcasters and distributed to more than 190 countries – in HD format.
core markets• The Race generated over 11,000 programmes on television, just under
9,600 of which were broadcast in the core monitored markets.
• The initial interest in the Race saw coverage around leg one achieve 1,400 broadcasts or 13% of the Race total.
• By the end of leg five, and the arrival in Rio almost 7,500 programmes had been broadcast or 68% of the Race total.
rest of the world (ROw)• coverage of the Race picked up from markets outside the core programme, was identified in 31 countries.
• The Top five markets from the rest of the world (ROW) showed a total of 900 programmes or 62% of the ROW coverage or 8% of the total Race broadcasts.
• The top three markets – Canada, Portugal and Norway – all broadcast more programmes than France, Germany and India core markets.
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• Almost 3,400 hours of coverage were broadcast, 79% of which was picked up from the core markets or the multi-market and pan-continental programming.
• Television coverage was based primarily on the footage created by the Media crew Member using five fixed
and two hand-held cameras on board.
• Over 11,000 programmes were shown, of which just under 9,600 were broadcast in the core monitored markets.
• The initial interest in the Race saw coverage around leg one achieve 1,400
broadcasts or 13% of the race total. There was some consistency in terms of broadcasts per leg with legs two to five all delivering more than 1,000 programmes each and leg five – from Rio to Qingdao achieving 2,175 – or 20% of the total.
6.1TELEVISIONBROADCASTSAND COVERAgE
ROw MARKET
ARGEnTInA CZECH REPUBlIC JAPAn PORTUGAl
AUSTRAlIA DEnMARK KUwAIT ROMAnIA
AUSTRIA EGYPT lATVIA SlOVAKIA
BElGIUM FInlAnD lUXEMBOURG SOUTH KOREA
BRUnEI GREECE MAlTA SwITZERlAnD
BUlGARIA HOnG KOnG nEw ZEAlAnD TAIwAn
CAnADA IRAn nORwAY TURKEY
CHIlE IRAQ POlAnD
OVERVIEw - COVERAGE TRACKED In THE FOllOwInG MARKETS
CORE MARKET
BRAZIl (AROUnD RIO STOPOVER OnlY) SInGAPORE (AROUnD SInGAPORE STOPOVER OnlY)
CHInA SOUTH AFRICA (AROUnD CAPE TOwn STOPOVER OnlY)
IRElAnD SPAIn
FRAnCE SwEDEn
GERMAnY UK
InDIA (AROUnD COCHIn STOPOVER OnlY) USA
ITAlY MUlTI-MARKET (GIllETTE wORlD OF SPORT, SEAMASTER SAIlInG, ETC)
THE nETHERlAnDS PAn ASIA (ESPn STAR SPORTS ASIA)
RUSSIA PAn EUROPE (EUROSPORT & EUROnEwS)
* The channel multiple (multi-market) relates to syndicated global programming such as seamaster sailing, watersports world, gillette world sport special and transworld sport.
TOTAl lIST OF TV CHAnnElS – 2008-09 VOlVO OCEAn RACE
MARKET CHAnnEl MARKET CHAnnEl MARKET CHAnnEl
ARGEnTInA TYC SPORTS InDIA InDIA VISIOn SOUTH AFRICA MnET
AUSTRAlIA FOX SPORT 1+2+3 MAnORAMA nEwS SABC 1 + 2 + 3
SBS nDTV 24X7 SUPER SPORT 1, 2, 5, 6, 7
AUSTRIA ORF SPORT nDTV GOOD TIMES SOUTH KOREA YTn
ORF 1+2 IRAn IRIB 1 SPAIn AnDAlUCIA TV
BElGIUM AB1 +AB3 IRInn AnTEnA 3
KETnET/CAnVAS PRESS TV BTV
nT1 IRAQ Al IRAQIYA CAnAl + ESPAnA
RT1 ITAlY ITAlIA 1 CAnAl 2 AnDAlUCIA
BRAZIl BAnD SPORT lA 7 CAnAl 24 HORAS
ESPn MTV CAnAl 33
REDE BAnDEIRAnTES SAIlInG CHAnnEl CAnAl 9 VAlEnCIA
REDE GlOBO JAPAn J SPORTS ESPn CAnAl SUR
SBT - BRASIl J SPORTS PlUS CCV VAlEnCIA
SPORTV KUwAIT KUwAIT SPACE CHAnnEl CUATRO
SPORTV 2 lATVIA lTV1 ETB SAT
BRUnEI RTB BRUnEI lUXEMBOURG RTl9 ETB 1 + 2
BUlGARIA BTV MAlTA nET TV GAlICIA TV
TV BUlGARIA OnE TV lA 2
CAnADA GAMETV MUlTI-MARKET Cnn lA SEXTA
CHIlE CHIlEVISIOn FRAnCE 24 PUnT 2
VIVA DEPORTES MUlTIPlE * TElE CInCO
CHInA BTV 1+6 RUSSIA TODAY TElEDEPORTE
CCTV nEwS nETHERlAnDS nED 1+2+3+4+7 TElEMADRID
CCTV 1+2+4+5+9 RTl 4 + 7 TElEMADRID SAT
FUJIAn SPORTS nEw ZEAlAnD SS1 + 2 +3 TV 3 - CAT
GDG SP.CHOnGQInG nORwAY nRK 2 TVE 1
GUAnGDOnG SPORTS TV 2 - ZEBRA TVE 1 - CAT
JIAnGSU SPORTS TV 2 SPORT TVE 1 - EUS
Q-TV 1+5 PAn ASIA BBC wORlD (ASIA) TVE 1 - GAl
SHEnZHEn TV5 SPORTS STAR SPORTS ASIA TVE 1 - VAl
STV-SPORTS STAR SPORTS HOnG K SwEDEn 24
TIAnJIn SPORTS STAR SPORTS InDIA SVT 1 + 2
ZHUHAI TV STAR SPORTS SE ASIA SVT ABC
C.REPUBlIC nOVA SPORTS STAR SPORTS SGP SVT VÄSTnYTT
DEnMARK TV 2 SPORT STAR SPORTS TAIwAn TV 4
EGYPT nIlE nEwS PAn EUROPE EUROnEwS TV 4 GÖTEBORG
nIlE TV InTERnATIOnAl EUROSPORT TV 4 SPORT
IRElAnD RTE1 + 2 POlAnD nSPORT TV 4 STOCKHOlM
TG4 TVn24 SwITZERlAnD TSI 1
TV-3 TVP2 TAIwAn FORMOSA TV
FInlAnD nElOnEn (CHAnnEl 4) PORTUGAl SPORTV TTV
URHEIlUKAnAVA SPORTV2 TURKEY TRT InT
FRAnCE BFM TV ROMAnIA n 24 UK BBC nEwS
SPORT + RUSSIA 5 KAnAl (TRK PETERBERG) BBC1 SOUTHAMPTOn
TMC 7 TV CHAnnEl 4
GERMAnY 3SAT CHAnnEl OnE ITV MERIDIAn SOUTH
DEUTSCHE wEllE nTV PlUS SPORT SKY SPORTS 1 + 2 + 3
DSF nTV PlUS SPORT OnlInE SKY SPORTS EXTRA
nDR1 nTV RUSSIA SKY SPORTS nEwS
n-TV ORT USA ABC
RM-TV ROSSIA SPORT CBS
VOX TV CEnTER RUSSIA CHAnnEl 11 nEwS
ZDF TV CUlTURE nBC
GREECE nOVASPORTS 1+2+3+4 VESTI 24 - RUSSIA nBC nEwS
HOnG KOnG ATV HOME SInGAPORE AXn nECn
ATV wORlD CHAnnEl 5 nEw EnGlAnD CABlE nEwS
HOnG KOnG CABlE TV 2 CHAnnEl 8 PBS
InDIA ASIAnET nEwS CnA VERSUS
Cnn IBn ESPn wABC - nY (ABC)
DD 4 MAlAYAlAM MEDIACORP 5 +8 wFXT
DD nEwS SURIA
DD SPORTS SOUTH AFRICA CSn
COVERAgE Of THE RACE wAS SHOwN ON 217 CHANNELS across the globe
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TOP 25 CHAnnElS BY VAlUE 2008-09 RACE
(US$ 000,000s)
CHAnnEl MARKET TOTAl VAlUE
CCTV-5 CHInA 25.439
REDE GlOBO BRAZIl 5.963
PBS USA 5.191
SAIlInG CHAnnEl ITAlY 4.517
SPORTV 2 PORTUGAl 4.215
BAnD SPORT BRAZIl 4.039
SHEnZHEn TV5 SPORTS CHInA 3.914
CAnAl 9 - VAlEnCIA SPAIn 3.691
MUlTIPlE MUlTI-MARKET 3.322
CHAnnEl 4 UK 2.695
lA 2 SPAIn 2.236
TElEDEPORTE SPAIn 2.218
TG4 IRElAnD 2.059
TYC SPORTS ARGEnTInA 1.939
nOVA SPORTS CZECH REPUBlIC 1.882
TV 4 SwEDEn 1.878
nED 1 nETHERlAnDS 1.834
RTl 7 nETHERlAnDS 1.794
TV 2 - ZEBRA nORwAY 1.732
SPORTV PORTUGAl 1.712
nElOnEn(CHAnnEl 4) FInlAnD 1.651
CAnAl 33 SPAIn 1.290
JIAnGSU CHInA 1.259
TVE 1 SPAIn 1.234
CHAnnEl 5 SInGAPORE 1.116
TOP 25 TOTAl 88.818
6.1TELEVISIONBROADCASTSAND COVERAgE
nUMBER OF BROADCASTS – CORE MARKETS
COUnTRY lEG 1 lEG 2 lEG 3 lEG 4 lEG 5 lEG 6 lEG 7 lEG 8 lEG 9 lEG 10GRAnD TOTAl
BRAZIl 13 18 19 17 114 63 13 8 32 3 300
CHInA 79 73 82 181 169 63 53 37 40 54 831
IRElAnD 21 14 18 19 40 18 35 11 5 6 187
FRAnCE 7 11 17 7 17 9 12 4 1 1 86
GERMAnY 27 25 2 12 17 15 11 7 23 14 153
InDIA X 92 41 1 X X X X X X 134
ITAlY 67 57 68 43 100 47 37 10 25 13 467
THE nETHERlAnDS 38 27 24 34 22 35 37 9 14 6 246
RUSSIA 131 116 72 123 219 157 104 45 88 96 1,151
SInGAPORE 24 5 166 107 10 13 X 2 X 6 333
SOUTH AFRICA 46 60 40 25 68 36 11 7 6 14 313
SPAIn 363 134 151 196 254 158 67 48 93 51 1,515
SwEDEn 31 23 20 18 39 22 12 28 31 4 228
UK 35 33 62 41 65 39 22 10 7 16 330
USA 106 77 188 149 405 222 141 109 34 98 1,529
PAn ASIA 84 132 155 158 251 190 83 24 0 29 1,106
PAn EUROPE 71 90 6 37 94 31 51 17 74 44 515
MUlTI-MARKET 68 47 25 5 3 7 1 1 6 12 175
ROw (SEE BElOw) 189 162 191 173 288 187 103 50 45 70 1,458
GRAnD TOTAl 1,400 1,196 1,347 1,346 2,175 1,312 793 427 524 537 11,057
nUMBER OF BROADCASTS – ROw
COUnTRY TOTAl COUnTRY TOTAl COUnTRY TOTAl
CAnADA 254 ARGEnTInA 26 BUlGARIA 4
PORTUGAl 200 GREECE 25 TAIwAn 3
nORwAY 166 BElGIUM 23 EGYPT 2
nEw ZEAlAnD 151 MAlTA 19 KUwAIT 2
CZECH REPUBlIC 129 AUSTRIA 15 TURKEY 2
AUSTRAlIA 95 ROMAnIA 15 IRAQ 1
CHIlE 87 DEnMARK 11 SlOVAKIA 1
FInlAnD 73 IRAn 10 SOUTH KOREA 1
POlAnD 48 lATVIA 5 SwITZERlAnD 1
HOnG KOnG 45 lUXEMBOURG 5
JAPAn 35 BRUnEI 4
• The USA was the No.1 market for broadcasts (14%), largely as a result of coverage through their PBS network.
• coverage outside the core programme (watermarked) was identified in 31 countries.
• Canada broadcast the highest number of programmes with just over 250 – 17% of the ROW coverage.
• The top five markets from the Row showed a total of 900 programmes – 8% of the total broadcasts.
• coverage by region sees Europe dominate – influenced
by the number of markets monitored. However, Asia (china, India and Singapore) broadcast almost 250 hours – or 7% of the total; the Americas (USA and Brazil) over 730 hours or 22% of the total; but Europe dominated with almost 900 hours or 27% of the coverage.
3,400 hours or 79% of coverage was shown in the core markets
The Top five ROw markets showed 900 programmes
china, spain and brazil delivered almost US$60 million of value
X – market not being monitored as part of the core programme outside of port stopover.
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6.2TELEVISIONAUDIENCE
1,400
1,300
1,200
1,100
1,000
900
800
700
600
500
400
300
200
100
0wEEK
AUDIEnCE GROwTH DURInG 2008-09 EVEnTAUDIEnCE (MIllIOnS)
PR
E 40 41 42 43 44 45 46 47 48 49 50 51 52 01 02 03 04 05 06 07 08 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28P
OS
T
nUMBER OF BROADCASTS
HOURS OF COVERAGE
CUMUlATIVE AUDIEnCE
MAGAZInE (GEn. SPORTS)
DEDICATED VOlVO OCEAn RACE
nEwS
MAGAZInE (SAIlInG)
100
90
80
70
60
50
40
30
20
10
0
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
wEEK 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
TOP 25 KEY MOMEnTS BY DAY
AUDIEnCE (MIllIOnS) wEEK 01 = w/C 11/10/08
BO
ATS
AR
RIV
ED
In
S
OU
TH A
FR
ICA
BO
ATS
AR
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ED
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• China dominates audience delivery with over 600 million.
• European markets – excluding pan-Europe – delivered over 500 million.
• 20 of the Row markets generated coverage in new markets for the Race.
• general sport programmes achieved almost 2,000 broadcasts or 2% of coverage – but delivered over 0.5 billion audience (41%).
• Over 2,300 news programmes achieved (22% of broadcasts) and 700 million (52%).
• Pan-Asia has produced significant opportunities for the Race with over 100 hours of exposure (17%).
• The ROW programmes were over 130 hours – 20% of the total race exposure for Volvo.
Dedicated programmes delivered 6,500 broadcasts or 59% of the race coverage
The top 25 days from the race were driven by news stories and key race moments at leg starts and race finishes
BO
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24 25
6.3TELEVISIONVALUE
SHARE OF TV VAlUE (%) REGIOnAl
REGIOn DElTA llOYD ERICSSOn GREEn DRAGOn PUMA TEAM RUSSIA TElEFÓnICA
wESTERn EUROPE 50.3 42.7 28.2 43.9 43.8 47.8
CEnTRAl & EASTERn EUROPE 3.9 3.4 2.5 4.0 4.5 3.4
AFRICA & MIDDlE EAST 0.4 0.3 0.2 0.3 0.6 0.3
CEnTRAl ASIA 19.2 25.6 51.4 23.3 25.8 21.4
FAR EAST & PACIFIC RIM 3.2 2.9 1.8 3.4 2.9 3.1
nORTH AMERICA 6.8 6.3 4.3 7.5 7.4 6.5
SOUTH AMERICA 13.8 13.1 7.3 12.8 12.4 13.0
PAn-COnTInEnTAl 2.5 5.6 4.3 4.9 2.6 4.5
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0wEEK
DIRECT + InDIRECT VAlUE TIMElInE – 2008-09 (US$)
PR
E
RA
CE 40 41 42 43 44 45 46 47 48 49 50 51 52 01 02 03 04 05 06 07 08 09 10 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29
AlI
CA
nTE C
AP
E T
Ow
n
CO
CH
In
SIn
GA
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AO
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SB
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TV - DIRECT + InDIRECT VAlUE
(US$ 000,000s)
COUnTRY lEG 1 lEG 2 lEG 3 lEG 4 lEG 5 lEG 6 lEG 7 lEG 8 lEG 9 lEG 10 GRAnD TOTAl
BRAZIl 0.469 0.529 0.695 0.490 6.132 1.114 0.165 0.098 0.349 0.125 10.161
CHInA 2.173 2.452 3.103 8.362 4.124 1.828 2.558 0.514 1.763 7.415 34.292
IRElAnD 0.099 0.214 0.235 0.391 0.711 0.340 0.680 0.134 0.095 0.095 2.994
FRAnCE 0.014 0.045 0.086 0.031 0.065 0.028 0.034 0.016 0.007 0.003 0.329
GERMAnY 0.270 0.205 0.000 0.017 0.026 0.061 0.000 0.000 0.002 0.000 0.581
InDIA X 0.001 0.001 0.000 X X X X X X 0.002
ITAlY 0.999 0.887 0.903 0.126 0.050 0.339 0.572 0.174 0.487 0.392 4.930
THE nETHERlAnDS 1.169 0.542 0.351 0.721 0.505 0.509 0.307 0.063 0.073 0.008 4.249
RUSSIA 0.179 0.032 0.078 0.050 0.060 0.197 0.191 0.082 0.039 0.352 1.259
SInGAPORE 0.116 0.019 0.762 0.230 0.193 0.243 X 0.036 X 0.144 1.742
SOUTH AFRICA 0.061 0.100 0.054 0.019 0.035 0.031 0.006 0.002 0.004 0.002 0.135
SPAIn 5.435 1.010 1.235 1.023 2.207 1.404 0.551 0.236 0.258 0.369 13.727
SwEDEn 0.342 0.461 0.337 0.240 0.441 0.263 0.165 0.394 0.507 0.019 3.170
UK 0.081 0.109 0.789 0.148 0.318 1.558 0.378 0.040 0.040 0.127 3.588
USA 0.533 0.452 0.890 0.697 1.217 0.661 0.438 0.349 0.128 0.366 5.731
PAn ASIA 0.032 0.048 0.055 0.050 0.080 0.050 0.034 0.007 0.000 0.011 0.366
PAn EUROPE 0.098 0.107 0.121 0.048 0.131 0.071 0.081 0.006 0.016 0.004 0.684
MUlTI-MARKET 0.606 0.023 0.107 0.480 0.124 0.286 0.065 0.781 0.009 1.006 3.488
ROw 2.438 1.652 1.795 1.077 2.739 2.955 1.054 0.431 0.763 1.314 16.217
GRAnD TOTAl 15.115 8.888 11.599 14.199 19.158 11.939 7.277 3.364 4.540 11.751 107.831
• The leading markets for the Race in terms of value were – china (US$36million), The Americas (Brazil and USA, US$16million) and Spain (US$14million).
• Europe generated almost US$35million or 32% of the race total.
• The top ROW markets* delivered over US$16million.
• The finish in Leg 10 (and any subsequent coverage included) generating almost US$12MILLION or 11%.
* There will be broadcasts in the ROW which are not covered – either because coverage shown was not watermarked or it was shown on channels not monitored.
SHARE OF VAlUE BY SOURCE55.1% InDIRECT
14.6% BOAT
14.6% GRAPHICS
9.5% VERBAl MEnTIOn
3.4% SIGnAGE
1.5% ClOTHInG
1.2% OTHER
The race had a sustained value pattern across all markets:• leg one – over US$15million or
14% of the total
• leg five to Rio – over US$19million or 18%
• last three legs – Galway to St Petersburg almost US$20million or 18%
X – market not being monitored as part of the core programme outside of port stopover.
SElECTED ROw
COUnTRY TOTAl
PORTUGAl 5.800
ARGEnTInA 1.939
CZECH REPUBlIC 1.882
nORwAY 1.799
FInlAnD 1.651
26 27
6.4TELEVISIONSELECTEDMARkETS
IRElAnD
TOP BROADCASTERS nUMBER OF BROADCASTS
TOTAl VOlVO VAlUE (US$)
TG4 113 2,059,271
RTE (1&2) 47 874,105
SPAIn
TOP BROADCASTERS nUMBER OF BROADCASTS
TOTAl VOlVO VAlUE (US$)
CAnAl 9 356 3,691,376
lA 2 75 2,236,034
TElEDEPORTE 272 2,218,285
SwEDEn
TOP BROADCASTERS nUMBER OF BROADCASTS
TOTAl VOlVO VAlUE (US$)
TV 4 91 1,887,152
SVT (1&2) 45 1,030,024
TV 4 SPORT 80 236,761
USA
TOP BROADCASTERS nUMBER OF BROADCASTS
TOTAl VOlVO VAlUE (US$)
PUBlIC BROADCASTInG SERVICE 1,485 5,190,544
VERSUS 8 438,966
SPAIN Monitored for the whole Race • Over 1,500 broadcasts were
achieved (14% of the total).
• Support was strong with fIVE Legs exceeding 150 programmes each.
• coverage was over 160 hours with audience at 380 million with a high number of news programmes and local interest.
CHInA
TOP BROADCASTERS nUMBER OF BROADCASTS
TOTAl VOlVO VAlUE (US$)
CCTV-5 190 25,439,436
SHEnZHEn SPORTS 59 3,914,045
JIAnGSU SPORTS 26 1,258,835
china Monitored for the whole Race • china delivered over 830 broadcasts.
• leg four finishing in Qingdao delivered 181 programmes (22% of china total) and leg five (Qingdao to Rio) 169 or 20% of the market’s total.
ireland Monitored for the whole Race • 190 broadcasts or 2% of the total.
• 60 hours of coverage, arrival at the end of leg seven delivered almost 10 hours or 16% of the country’s total.
• Cumulative audience was a healthy 20 million.• Almost 11 hours of exposure = Volvo value of almost US$3 million.
sweden Monitored for the whole Race • High profile market with coverage of
50 hours. Audiences deliver a strong share (almost 37 million or 3% of race total).
• Over nine hours of exposure = Volvo value of $3.2 million.
USAMonitored for the whole Race • As a result of the PBS broadcasting,
the USA was the No.1 market with over 1,500 programmes (14% of race total), with leg five exceeding 400 broadcasts.
• The USA was the lead market with over 640 hours (19% of race) and with three legs showing over 80 hours.
• Over 119 hours of exposure (1st) delivered a Volvo value of $5.7 M (5% of race – 4th).
BRAZIl
TOP BROADCASTERS nUMBER OF BROADCASTS
TOTAl VOlVO VAlUE (US$)
REDE GlOBO 16 5,962,533
BAnD.SPORT 179 4,038,947
SPORTV (1&2) 99 127,522
BRAZILPort Stopover market extended for the last four Legs • 300 broadcasts with leg five
delivering 114 or 38% of Brazil’s total (and 5% of the leg total).
• Ranked 11th in terms of broadcasts achieved. leg five dominated for Brazil with over 22.5 hours.
china delivered an audience of 600 million – 45% of race total
Brazil delivered 52 million audience or 4% of the total
Almost 33 hours of exposure = value of US$13.7 million
• 2,739 accredited media from 47 countries
- newspaper – 636 - TV – 632 - Magazine – 517 - Online and mobile
sites – 215 - Radio – 147 - Freelance – 135 - news Agency – 133 - Photo agency – 109 - PR – 107
• 412 executive media guests hosted by teams and sponsors from 29 countries.
• Media accreditation china: 420 journalists from eight countries.
• 114 media from 28 countries attended the launch of PUMA’s il mostro – five months before the start of the Race.
• 57 international
lifestyle editors (GQ, Hello, Men’s Fitness, Elle) witnessed the boat’s christening by Oscar-nominated actress Salma Hayek.
• Over 75 journalists sailed on board a Volvo Open 70 during training, in-port and pro-am racing.
• Senior editors from
new York Times, cnn Mainsail and ABc (Spain) ran extensive features which chronicled their experiences on board.
7.0VISITINgMEDIA • The 15 markets
monitored during the Race – produced 13,038 articles.
• The Volvo Ocean Race received 28,918 mentions in print with a value of US$6.4 million.
• There were more than 160,000 photo downloads from the Volvo Ocean Race image library. Images were actively distributed to 103 countries.
• coverage was highest at the start of the Race with leg one accounting for over 3,100 articles or 24% of the total.
• The last three legs in Europe – from Galway to St Petersburg – a three week period – delivered 1,360 articles or 10% of the race total.
• 159,425 image downloads (September 1st 2008 – 31st July 2009).
• Images sent to 4,473 publications in 103 countries.
The cumulative circulation was 606.7 million – an increase of 104% on the 2005-06 race
2928
8.0PRINT
ARTIClES AnD MEnTIOnS
VAlUE (US$)
35,000
30,000
25,000
20,000
15,000
10,000
5,000
0
lEG
1
lEG
2
lEG
3
lEG
4
lEG
5
lEG
6
lEG
7
lEG
8
lEG
9
lEG
10
7 MIllIOn
6 MIllIOn
5 MIllIOn
4 MIllIOn
3 MIllIOn
2 MIllIOn
1 MIllIOn
0
nUMBER OF ARTIClES
nUMBER OF MEnTIOnS
VAlUE US$
AUDIEnCE (MIllIOnS)
COVERAGE: CUMUlATIVE GROwTH OVER THE RACE
600
500
400
300
200
100
0
AlI
CAn
TE
CAPE
TO
wn
COCH
In
SIn
GA
PO
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585
109
142
420
244
163
224
36
159
355
299
TOTAl OF 2739 JOURnAlISTS
ACCREDITED MEDIA – PORT STOPOVERS
ARGEnTInA
AUSTRIA
BElGIUM
BElARUS
BRAZIl
CAnADA
CHIlE
CHInA
CROATIA
CZECH REPUBlIC
DEnMARK
ESTOnIA
FInlAnD
FRAnCE
UnITED KInGDOM
GREECE
HOnG KOnG
InDIA
IRElAnD
ITAlY
JAPAn
KOREA (REPUBlIC OF)
lATVIA
lITHUAnIA
MAlAYSIA
MEXICO
THE nETHERlAnDS
nORwAY
nEw ZEAlAnD
POlAnD
PORTUGAl
SOUTH AFRICA
RUSSIA
SInGAPORE
SlOVEnIA
SERBIA
SPAIn
SwITZERlAnD
SlOVAKIA
SwEDEn
TURKEY
UnITED ARAB EMERATES
UKRAInE
USA
VISITInG MEDIA – nATIOnAlITIES
ST P
ETER
SB
UR
G
30 31
8.1PRINTCOVERAgE • Three markets
delivered over 2,000 articles each – Ireland, The netherlands and Spain. The Race start at Alicante and the presence of two Telefónica boats resulted in Spain delivering over 4,250 articles or 33% of race total.
• the netherlands’ coverage was influenced by the significant amount of syndicated regional coverage – with most interest around the start of the Race.
• Interest for the Race in Ireland – as well as the port stopover in Galway at the end of leg seven – saw it
generate 700 cuttings in leg seven alone.
• Over the 10 Legs, china, Spain and The netherlands account for over 310 million or 51% of the total print circulation from the Race. The value of having teams in the Race, local coverage and editorial in generating interest, was significant.
$350,000
$300,000
$250,000
$200,000
$150,000
$100,000
$50,000
$0
100
100
lAU
nC
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SIn
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E 40 41 46 1042 47 1143 48 1244 49 1345 50 1451 52 0501 0602 0703 0804 09 15 16 2117 2218 2319 24 2620 25 27
PO
ST-
RA
CE
VAlUE (US$) TIMElInE
InDEX On nATIOnAl AVERAGE
PRInT – SHARE OF VAlUE BY SOURCE78.1% TEXT
17.9% BOAT
2.7% SIGnAGE
0.4% ClOTHInG
0.9% OTHER
print delivered 30,000 volvo ocean race mentions
wEEK
nUMBER OF MEnTIOnS
COUnTRY lEG 1 lEG 2 lEG 3 lEG 4 lEG 5 lEG 6 lEG 7 lEG 8 lEG 9 lEG 10 TOTAl
BRAZIl X X X X 139 91 54 9 62 3 358
CHInA 292 143 261 836 683 91 62 82 58 54 2,562
IRElAnD 502 183 248 239 682 695 1,464 283 159 98 4,553
FRAnCE 562 220 136 90 153 182 112 72 142 63 1,732
GERMAnY 76 29 45 4 22 12 7 6 11 8 220
InDIA X 1,104 169 X X X X X X X 1,273
ITAlY 382 40 47 160 152 82 62 14 28 17 984
THE nETHERlAnDS 1,293 620 307 345 672 450 245 27 60 45 4,064
RUSSIA 119 77 22 14 72 40 12 8 28 95 487
SInGAPORE X 18 293 55 X X X X X X 366
SOUTH AFRICA 266 114 X X X X X X X X 380
SPAIn 3,001 872 1,070 668 985 635 534 169 342 170 8,446
SwEDEn 509 123 54 43 205 84 169 307 543 73 2,110
UK 142 51 77 7 203 19 3 2 1 3 508
USA 97 92 80 40 157 248 112 4 10 35 875
GRAnD TOTAl 7,241 3,686 2,809 2,501 4,125 2,629 2,836 983 1,444 664 28,918
X – market not being monitored as part of the core programme outside of port stopover.
32 33
8.2PRINTREADERSHIPANDCIRCULATION
• Four legs exceeded a readership of over 200 million – being the start of the Race (leg one), leg two to cape Town, leg four to Qingdao, and leg five to Rio de Janeiro. Between them they accounted for 883 million or 55% of race total.
• china delivered 380 million readership itself – almost a quarter of race total – with Spain the next most important at 266 million.
• India delivered significant readership around the limited monitoring of
the port stopover (leg two and leg three) – 78 million or 5% from this period.
• Whilst there was significant interest in the Race in Ireland with 17% of the articles – and not just around the port stopover – the small population meant that the cumulative readership was just over 50 million.
PRInT CUMUlATIVE READERSHIP
COUnTRY lEG 1 lEG 2 lEG 3 lEG 4 lEG 5 lEG 6 lEG 7 lEG 8 lEG 9 lEG 10 TOTAl
BRAZIl X X X X 25.9 10.8 11.5 5.6 11.6 1.5 66.8
CHInA 34 21.5 46.4 130 57.6 19.8 24.3 17.2 13.6 16.1 380.4
IRElAnD 6.4 3.5 3.5 4.6 7.1 5.9 10.5 5.9 4.4 3.7 55.4
FRAnCE 39.3 20 15.6 6 19 14.4 14.0 8.7 11.8 5.1 154
GERMAnY 7.5 3.4 6 1.5 9 2.5 1.7 1.1 3.4 1.3 37.4
InDIA X 51.3 26.3 X X X X X X X 77.6
ITAlY 13.7 8 5.5 7 9.8 5.8 4.3 4.5 10.5 7.4 76.5
THE nETHERlAnDS 38.5 27.6 19.4 19 27.6 22.1 14.8 7.9 8.2 5.2 190.3
RUSSIA 6.7 1.8 1.2 0.7 11.2 5.4 0.7 8.8 1.8 11.5 49.8
SInGAPORE X 4.6 11.8 7.1 X X X X X X 23.5
SOUTH AFRICA 6.8 4.1 X X X X X X X X 10.9
SPAIn 48.4 29.4 35 24.7 36.7 21.1 24.2 14.3 19.3 12.9 265.9
SwEDEn 12.7 6.2 3.7 6.1 7.1 7.3 9.6 10.4 13 8.2 84.3
UK 7.4 3.5 4.2 3.8 2.5 0.1 4.5 2.2 2.2 3.3 33.8
USA 19.4 16.9 8.8 10.7 5.8 24.2 16.3 0.4 4.4 6.4 113.2
GRAnD TOTAl 240.6 201.8 187.4 221.3 219.2 139.2 136.4 87.2 104.1 82.6 1,619.9
europe delivered almost 950 millionin print readership through 10,200 articles
total readership over the 10 legs was 1.6 billion
PRInT – READERSHIP AnD CIRCUlATIOn GROwTH DURInG 2008-09 EVEnT
REPEAT CIRCUlATIOn
nEw CIRCUlATIOn
REPEAT CIRCUlATIOn
nEw READERSHIP
lEG
1
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100,000,000
0
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
nUMBER OF ARTIClES
COUnTRY lEG 1 lEG 2 lEG 3 lEG 4 lEG 5 lEG 6 lEG 7 lEG 8 lEG 9 lEG 10 TOTAl
BRAZIl X X X X 68 26 20 8 30 2 154
CHInA 34 22 43 154 93 20 16 8 8 11 409
IRElAnD 222 96 129 135 286 332 700 129 99 42 2,170
FRAnCE 264 118 64 49 66 67 47 30 55 17 777
GERMAnY 42 13 15 3 12 12 7 5 9 2 120
InDIA X 362 51 X X X X X X X 413
ITAlY 46 12 10 19 31 14 10 7 11 4 164
THE nETHERlAnDS 806 388 223 206 416 285 155 17 25 16 2,537
RUSSIA 29 22 9 8 21 15 3 3 6 19 135
SInGAPORE X 7 102 19 X X X X X X 128
SOUTH AFRICA 72 30 X X X X X X X X 102
SPAIn 1,256 562 556 368 547 330 271 113 177 79 4,259
SwEDEn 280 85 58 61 80 70 106 113 262 53 1,168
UK 30 15 19 5 30 2 3 2 1 2 109
USA 54 56 45 28 42 96 47 4 8 13 393
GRAnD TOTAl 3,135 1,788 1,324 1,055 1,692 1,269 1,385 439 691 260 13,038
X – market not being monitored as part of the core programme outside of port stopover. X – market not being monitored as part of the core programme outside of port stopover.
34 35
8.3PRINTSELECTEDMARkETS
nUMBER OF ARTIClES
PUBlICATIOn COUnTRYTOTAl nUMBER OF ARTIClES
GAlwAY InDEPEnDEnT IRElAnD 271
IRISH InDEPEnDEnT IRElAnD 243
GAlwAY CITY TRIBUnE IRElAnD 215
AFP FRAnCE 214
InFORMACIOn SPAIn 197
GAlwAY ADVERTISER IRElAnD 165
DAGEnS nYHETER SwEDEn 144
MARCA SPAIn 137
DIARIO DE POnTEVEDRA SPAIn 123
lA VERDAD AlICAnTE SPAIn 118
COnnACHT TRIBUnE IRElAnD 112
IRISH EXAMInER IRElAnD 112
IRISH TIMES IRElAnD 104
ESTADIO DEPORTIVO SPAIn 97
MUnDO DEPORTIVO SPAIn 95
COnnACHT SEnTInEl IRElAnD 94
ATlAnTICO DIARO SPAIn 90
SVEnSKA DAGBlADET SwEDEn 89
AS SPAIn 89
TT SwEDEn 88
TOP 20 TOTAl 2,797
VAlUE (US$)
PUBlICATIOn COUnTRYTOTAl VOlVO VAlUE (US$)
lA GAZETTA DEllO ITAlY 247,393
YACHT CAPITAl ITAlY 166,554
DAGEnS nYHETER SwEDEn 161,864
IRISH InDEPEnDEnT IRElAnD 156,635
MARCA SPAIn 154,806
l’EQUIPE FRAnCE 154,060
El MUnDO DEl XXI SPAIn 143,793
FARE VElA ITAlY 129,831
TITAn SPORTS CHInA 120,522
SOlO VElA ITAlY 103,823
DE TElEGRAF nETHERlAnDS 97,270
AD AlGEMEEn nETHERlAnDS 94,489
AUTOTIME CHInA 89,074
ABC SPAIn 82,500
nETwORK wORlD SPAIn 81,479
IRISH TIMES IRElAnD 75,593
Il SOlE 24 ORE ITAlY 72,951
SPORT-EXPRESS RUSSIA 72,860
lAnCE BRAZIl 68,443
AFTOnBlADET SwEDEn 57,252
TOP 20 TOTAl 2,331,191
TOP 20 PUBlICATIOnS
• The average value per article is a good measure of the cPT (advertising cost per 1,000), and the readership – combined with the number of mentions. Hence, Italy, with the high value publications featuring the Race, is top at over US$5,800 per article. china is also important – driven by numbers of mentions and readership US$2,150.
• Italy’s strong national press coverage delivers over 1.75 million readers per article with china second.
• In china, coverage in titles such as Guangzhou daily and Qingdao daily deliver readership of 4.2 million while Titan Sports delivered over US$120,000 in value.
There were 409 articles, readership was 380 million with 2,652 mentions for Volvo with a value to Volvo of US$881,000.
• In Italy, la Gazetta dello Sport (circulation 3.6 million) delivered US$247,000 value to be the top publication in the Race.
• Spain was the print leader for the race with ongoing coverage in major titles like Marca (2.6 million). The start port ranked first in terms of articles – 4,259 for leg one.
• Sweden delivered over 1,100 articles with a total readership of 84 million.
EnD OF RACE SUMMARY – MARKETS
COUnTRY AVERAGE MEnTIOnS PER ARTIClE
AVERAGE VAlUE (US$) PER ARTIClE
AVERAGE MEnTIOnS PER ARTIClE
BRAZIl 2.3 1,382 955,531
CHInA 6.3 2,155 1,650,180
IRElAnD 2.1 274 159,523
FRAnCE 2.2 526 514,663
GERMAnY 1.8 715 579,207
InDIA 3.1 142 1,092,259
ITAlY 6 5,837 1,779,420
THE nETHERlAnDS 1.6 332 288,656
RUSSIA 3.6 1,307 700,691
SInGAPORE 2.9 588 626,331
SOUTH AFRICA 3.7 607 222,087
SPAIn 2.0 288 365,211
SwEDEn 1.8 375 277,637
UK 4.7 1,004 620,050
USA 2.2 731 402,559
GRAnD TOTAl 2.2 492 433,154
CORE MARKET OVERVIEw – CHInA
TOP 3 PUBlICATIOnSTOTAl nUMBER OF ARTIClES
TOTAl VAlUE
TITAn SPORTS 23 120,522
AUTOTIME 6 89,074
GAlwAY CITY TRIBUnE 25 53,294
CORE MARKET OVERVIEw – SPAIn
TOP 3 PUBlICATIOnSTOTAl nUMBER OF ARTIClES
TOTAl VAlUE
MARCA 137 154,806
El MUnDO 16 143,793
ABC 80 82,500
CORE MARKET OVERVIEw – ITAlY
TOP 3 PUBlICATIOnSTOTAl nUMBER OF ARTIClES
TOTAl VAlUE
lA GAZZETTA DEllO SPORT 65 247,393
YACHT CAPITAl 10 166,554
FARE VElA 11 129,831
CORE MARKET OVERVIEw – SwEDEn
TOP 3 PUBlICATIOnSTOTAl nUMBER OF ARTIClES
TOTAl VAlUE
DAGEnS nYHETER 144 161,864
AFTOnBlADET 24 57,252
SVEnSKA DAGBlADET 8 39,424
3736
9.0ONLINE
89 million – total visits to all online properties Online communication is at the heart of the Race’s success in engaging both traditional and non-traditional audiences.
26.37%
2.48% .TV
1.22% YOUTUBE
11.33% RACEVIEwERS TOTAl
5.58% MOBIlE TOTAl
53.02% GAME
TOTAl VISITS – All OnlInE PROPERTIES (lAnGUAGE SITES AMAlGAMATED)
OFFICIAl wEBSITES, FOUR lAnGUAGES: .ORG, .ES, .RU, .Cn
• The official website (in English, Spanish, Russian and chinese) received 23,855,785 visits, a 27.5% increase on the 2005-06 Race.
• There were 4,060,928 unique visitors, a 15.7% increase on 2005-06.
TOP 10 COUnTRIES (wEB, .TV, GAME) All lAnGUAGES
15.99% FRAnCE 11,615,581
13.11% SPAIn 9,522,661
10.98% SwEDEn 7,977,550
8.08% USA 5,871,428
7.75% THE nETHERlAnDS 5,633,718
6.48% UK 4,705,101
4.09% BRAZIl 2,975,193
2.98% ITAlY 2,162,999
1.58% PORTUGAl 1,150,658
1.69% CAnADA 1,227,584
27.27% ROw 19,817,849
NB. Mobile, Race Viewers and YouTube not included – no accurate geographic spread data
38 39
9.1ONLINEwEB • The biggest single
day (Monday, 15 June 2009, leg nine) drew 200,351 visits to the four sites.
• The daily average during race legs was 125,256 visits.
• 95,352 was the highest number
of unique visitors (Monday, 13 October 2009, leg one).
• The total visits to all race viewers was 10,147,842.
• Virtual Spectator received 100,930 user registrations.
AlI
CAn
TElE
G 1
CAPE
TO
wn
lEG
2
lEG
3S
InG
AP
OR
ElE
G 4
QIn
GD
AOlE
G 5
RIO
DE
JAn
EIR
OlE
G 6
COCH
In
BO
STO
nlE
G 7
GA
lwAY
lEG
8
lEG
9ST
OCK
HO
lMlE
G 1
0ST
PET
ERS
BU
RG
GÖ
TEB
OR
G
RUS
CHn
ESP
EnG
6,000,000
5,500,000
5,000,000
4,500,000
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
VISITS DURInG RACInG PERIODS
VISITOR lOYAlTY – All lAnGUAGES
24% 100+ VISITS
40% 9+ VISITS
20% 1+ VISITS
16% 1 VISIT
over 1 million users visited the site more than 100 times
• 83.62% of the audience visited the site more than once.
• 63.27% of the audience visited the site more than nine times.
• The desire to closely monitor the progress of the fleet is reflected in the high number of Race followers using the Geovoile and VS race viewers. The total number of visit to race viewers was 10.1 million.
RACEVIEwER – TOTAl VISITS
1.01% TRACTRAC (In PORT RACES): 102.369
20.33% TRACTRAC (lEG 1): 2,063,042
72.09% GEOVOIlE (lEG 2-lEG 10): 7,315,365
6.57% VIRTUAl SPECTATOR: 667,066
TOP 10 COUnTRIES (wEB) – All lAnGUAGES
16.91% SwEDEn 3,869,661
13.49% SPAIn 3,085,591
10.80% THE nETHERlAnDS 2,469,956
10.19% USA 2,331,237
6.64% BRAZIl 1,518,314
5.60% UK 1,282,084
3.54% GERMAnY 810,819
3.48% IRElAnD 795,806
3.27% FRAnCE 747,694
3.01% nORwAY 689,826
23.07% ROw 5,279,269
Source: Google Analytics
• Google Earth received a total of 219,773 visits from 111,930 unique visitors, who accessed 81,810 news stories, 89,483 videos and 19,735 podcasts.
40 41
9.2ONLINE.TV/VIDEO
• new for the 2008- 09 Race was www. volvooceanrace.tv enabling race followers to download videos and watch live leg starts and in-port racing.• Monthly unique
users exceeded 100,000 during the first four months of the Race and page impressions ranged between 500,000 to 1 million making the early stages of the race the most successful in terms of site traffic.
• 2,269,008 visits that registered 8,479,593 page views (3.74 pages per visit).
TIME SPEnT On SITE (.TV)
1-5 MInUTES 35.4%
10-30 MInUTES 20.7%
5-10 MInUTES 20.0%
lESS THAn A MInUTE 18.7%
30-60 MInUTES 4.4%
All OTHER TIME InTERVAlS 0.8%
3.6% BRAZIl
3.6% CAnADA
6.9% GERMAnY
3.8% IRElAnD
3.1% ITAlY
13.1% THE nETHERlAnDS
7.2% SPAIn
13.2% SwEDEn
5.5% UK
13.1% USA
26.9% OTHER
VISITS – TOP 10 COUnTRIES (.TV)
SEP OCT
nO
V
DEC JAn
FEB
MA
R
APR
MAY
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
JUn
JUl
TRAFFIC (VISITORS, PAGE VIEwS, .TV)
1,199,892 unique visitors to the site throughout the race
• Videos on the Volvo Ocean Race YouTube site received 1,060,973 views from 449 videos peaking in november during leg two when a number of speed and breakages videos were uploaded.
THE nEwSMARKET
COUnTRY BY OUTlET
AndORRAARGEnTInAAUSTRAlIAAUSTRIABElGIUMBOSnIA HERzEGOVInABRAzIlBUlGARIAcAnAdAcHIlE cHInAcOlOMBIAcROATIAczEcH REPUBlIcdEnMARKdOMInIcAn REPUBlIcESTOnIAEGYPTFInlAndFRAncEGERMAnY GIBRAlTARGREEcEHUnGARYIcElAndIndIAIndOnESIAIRElAndITAlYJAPAnKOREAlATVIAlEBAnOnlITHUAnIAMAcEdOnIAMAlAYSIAMEXIcOMOROccOTHE nETHERlAndSnEW zEAlAndnORWAYPAKISTAnPERUPOlAndPORTUGAlQATARROMAnIARUSSIASERBIA And MOnTEnEGROSInGAPORESlOVAK REPUBlIcSOUTH AFRIcASPAInSWEdEnSWITzERlAndTHAIlAndTURKEY UKRAInEUnITEd ARAB EMIRATES UnITEd KInGdOMUnITEd STATESVEnEzUElA
A VOLVO OCEAN RACE VIDEO was watched 50% longer THAN the YOUTUBE AVERAgESource: YouTube user statistics
THE nEwSMARKET
OnlInE VIDEO nEwS DISTRIBUTIOn
DOwnlOADS BY TERRITORY SHAREwESTERn EUROPE
lATIn AMERICA
nORTH AMERICA
AFRICA/MIDDlE EAST
ASIA/PACIFIC
EASTERn EUROPE
71%
9%
8%
5%
4%
3%
DOwnlOADS BY MEDIA TYPETV
OnlInE
VISITS
UnIQUE VISITORS
• Video was available to download online in broadcast quality from international distributor – The newsmarket.
• 10,463 video clips down- loaded by 62 countries.
• Prestigious media outlets include Bloomberg, Reuters, Financial Times, cBS, Sky news, TF1, Wall Street Journal, Al Jazeera International, discovery channel.
48%
52%
42 43
• 3,397,096 unique visitors came to the site, spending an average of 7:02 minutes.
• 47,511,058 visits were recorded, the busiest being Monday, 16 February 2009 (just after the start of leg five) with 399,244 visits.
• The average daily players was over 60,000 peaking at 120,000.
• There was an average of 418,356 visits per day to the site during racing.
• Game forums in English, Spanish, French, Italian, Swedish, Finnish, Portuguese, dutch.
• nearly 42 million
hours spent on the game.
• World’s biggest
online sailing community.
• Û54,510 raised for the Save the Albatross campaign.
TOP 10 COUnTRIES BY nUMBER OF VISITSBRAZIl 1,375,195
CAnADA 1,145,900
FRAnCE 10,867,887
ITAlY 2,092,660
THE nETHERlAnDS 2,866,522
PORTUGAl 1,150,658
SPAIn 6,273,701
SwEDEn 3,808,380
UK 3,298,222
USA 3,242,951
ROw 11,388,982
3.62% BRAZIl
23.21% FRAnCE
2.11% IRElAnD
4.40% ITAlY
6.80% nETHERlAnDS
2.80% PORTUGAl
13.52% SPAIn
5.01% SwEDEn
8.32% UK
6.58% USA
23.65% REST OF wORlD
TOP 10 SIGn UP COUnTRIES
221,768 players from over 180 countries PLAYED THE Volvo Ocean Race Virtual game
OCT
08
nO
V 08
DEC
08
JAn
09
FEB
09
MA
R 0
9
APR
09
SEP
T 08
MAY
09
JUn
09
GAME FIGURES
250,000
200,000
150,000
100,000
50,000
0
100
80
60
40
20
0
TOTAl REGISTRATIOnS
AGES OF PlAYERS5% YOUnGER THAn 18
4% 18-24
15% 25-34
32% 35-44
27% 45-54
13% 55-64
4% 65 OR OlDER
9.3ONLINEgAME
TOTAl REGISTRATIOnS PER MOnTH
45
• The Race mobile channel, in partnership with Ericsson, delivered over 5 million visits and 10 million page views – an increase of 2.5 times traffic of the 2005-06 Race.
• The audience moved with the Race in terms of useage with the top countries being:
• October/november/december: The netherlands, Sweden
• January/February: china, Sweden
• March/April:
china, USA
• May/June: USA, Sweden
nO
V 08
DEC
08
JAn
09
FEB
09
MA
R 0
9
APR
09
MAY
09
TOTAl HITS PER MOnTH
OCT
08
JUn
09
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
POllS
OTHER
VIDEOS
PODCASTS
IMAGES
HOME
POSITIOn
nEwS
nO
V 08
DEC
08
JAn
09
FEB
09
MA
R 0
9
APR
09
MAY
09
MOST POPUlAR COnTEnT TYPES (MOBIlE DOwnlOADS)
10,000,000
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
OCT
08
JUn
09
9.4ONLINEMOBILE
AGE – nUMBER OF REGISTRATIOnS 5% 11-20 YEARS OlD
52% 21-40 YEARS OlD
43% 40+ YEARS OlD
Mobile channel reaches out to a younger audience• Over 27,000 audience
viewing and listening hours:
- 4,000 images posted
- 950 audio interviews and podcasts
- 13,000 radio hours - 800 TV clips and
shows - Over 14,000 TV
hours
Traffic, allmobile regions:Europe 59.11%North America 21.63%Asia 10.62%Middle East 8.18%South America 0.47%
Over 16,000 iphone application installs were completed more than three installs per hour of the race
44
Every second, somebody was hitting the server
•Mobile channel delivered in four languages
• Virtual Spectator race tracking was available as an iPhone application
• By mid-Race, china accounted for 65% of WAP traffic
• Increase of 150% on 2005-06 Race
46 47
9.5ONLINEMONITORINg • The monitoring
focused on 28 selected sites which were changed during the Race dependent on the leg and market of the port stopover.
• Mentions of the Race from the monitored sites reached almost 3,900 – this was from 1,688 articles with the average being 2.3 mentions per article.
• Additional online coverage was monitored using search engine Meltwater which recorded a further 28,149 articles bringing the total to 29,837 online articles.
• Assuming this ratio was maintained for the global reach identified articles, then this means that
68,625 mentions were achieved online.
• The total media value delivered by external sites was US$39 million.
• coverage was relatively consistent throughout the Race with the first seven Legs each recording around 150 or more articles.
• Leg five delivered the highest number of articles at 351. This was driven by Marca, (Spain) generating 15% of the leg’s total (52 articles) with strong performances from the daily Sail, the Independent (Ireland) and Eurosport.
• The international sites
with communication remits across multi-
markets such as cnn, Eurosport and ESPn delivered 614 mentions or 16% of the total.
• Substantial coverage was generated through major newspaper websites: Marca (365 mentions), L’Equipe (France – 114) and the Daily Telegraph (UK – 223).
• Specialist sailing sites were important for the Race with these delivering over 1,000 of the mentions achieved (27%).
204 AFRICA
851 ASIA
717 ASIA PACIFIC
2,202 AUSTRAlIA/OCEAnIA
36 CEnTRAl AMERICA
20,104 EUROPE
158 MIDDlE EAST
2,774 nORTH AMERICA
1,103 SOUTH AMERICA
OnlInE ADDITIOnAl COVERAGE: ARTIClES
The race was covered extensively on many external websites connected directly or indirectly with the race
nUMBER OF MEnTIOnS – EXTERnAl OnlInE SITES
wEBSITE nAME
lEG
1
lEG
2
lEG
3
lEG
4
lEG
5
lEG
6
lEG
7
lEG
8
lEG
9
lEG
10
GRAnD TOTAl
ABC (SPAIn) x x x x x 18 8 1 3 8 38
AFTOnBlADET (SwEDEn) x x x x x 0 2 15 31 0 48
BBC (UK) 9 0 2 2 4 2 3 3 2 0 27
BOSTOn GlOBE (USA) 0 0 11 0 3 35 2 0 1 1 53
BOSTOn HERAlD (USA) x x x x 5 13 2 0 0 0 20
CCTV (CHInA) 15 8 9 16 13 9 2 6 8 4 90
CHAnnEl nEwS ASIA (SInGAPORE) 0 9 14 8 x x x x x x 31
Cnn (InT/USA) 29 7 5 0 1 4 0 3 0 12 61
CORRIERE (ITAlY) x x x 0 0 2 0 0 0 0 2
DAIlY SAIl (SPECIAlIST) x x x 20 215 151 135 20 30 036 607
Dn (SwEDEn) x x x 13 10 6 3 36 27 6 101
El MUnDO (SPAIn) x x x x x 17 0 0 0 3 20
ESPn (InT) 2 0 32 2 24 21 29 12 5 1 128
ESPn STAR (InT) 34 31 11 29 46 8 0 0 x x 159
EUROSPORT (InT) 51 16 12 17 39 71 28 4 8 20 266
FAZ (GERMAnY) x x x x x x 1 0 2 0 3
GAZZETTA (ITAlY) 2 0 0 2 x x x x x x 4
GlOBO (BRAZIl) x x x x 0 3 0 0 x x 3
InDEPEnDEnT (IRE) 65 26 11 19 44 20 46 10 8 8 257
InDEPEnDEnT (UK) x x x 0 17 10 5 4 2 0 38
IRISH TIMES (IRE) 44 17 30 24 31 21 96 17 4 7 291
l’EQUIPE (FRAnCE) 17 13 6 9 4 15 18 10 18 4 114
MARCA (SPAIn) 42 36 29 26 87 49 30 23 30 13 365
nEw YORK TIMES (USA) x x x x 0 6 1 0 x x 7
RUSSIA TODAY (RUSSIA) x x x x x x x x 3 5 8
SAIlInG AnARCHY (SPECIAlIST) 0 0 0 2 7 4 x x x x 13
SCUTTlEBUTT (SPECIAlIST) x x x 12 91 58 x x x x 161
SEIlAS (nORwAY) x x x x x x 4 11 18 13 46
SInA (CHInA) 0 0 28 7 1 0 0 4 0 5 45
SOHU SPORT (CHInA) 0 37 0 18 0 x x x x x 55
SPORT EXPRESS (RUSSIA) x x x x x x x x 0 3 3
SUPER SPORT (SOUTH AFRICA) 32 5 59 46 47 21 21 8 6 2 247
SVD (SwEDEn) x x x x x x x 4 13 12 29
THE TElEGRAPH (UK) 102 27 16 5 43 9 2 8 7 4 223
THE nEw ZEAlAnD HERAlD (nZ) 9 7 3 0 x x x x x x 19
THE TIMES (UK) 7 4 6 0 0 1 2 0 0 0 20
TIMES OF InDIA (InDIA) 4 5 9 0 1 0 0 0 0 0 19
wASHInGTOn POST (USA) x x x x 0 3 6 x x x 9
YACHTInG MOnTHlY (SPECIAlIST) 24 16 0 6 x x x x x x 46
YACHTInG wORlD (SPECIAlIST) 51 23 15 19 54 15 9 7 10 12 215
GRAnD TOTAl 539 287 308 302 787 592 455 206 236 179 3,891
X – market not being monitored as part of the core programme outside of port stopover.
48 49
10.0radio
• Radioreachshowedasignificantgrowthin2008-09dueinparttoaclosertie-inwiththeRace’sonlinecommunicationsandsuccessinactivelysecuringcoverageonglobalnetworks.
• ThetableatrightshowstheVeriFiaBLeradioaudienceachievedbyWorldSportsCommunications–theRace’sradiopartner.
• Additionally,therewasunverifiedcoverageinanumberofterritoriesincludingArgentina,
UruguayandIndonesia.FinalresultsfromFranceandAustraliawillalsoextendtheoverallcoveragefigures.
• Anumberofradio networks alsodownloadedinterviewsandweeklypodcastsviawww.volvooceanrace.orgwhicharereflectedintheonlinefigureselsewhereinthisdocument.
•Particularsuccessstoriesincludedspain,with18radiostationstakingreports/audio
withover50 millionlisteners,south africawithover 40 millionlistenerson4stations.InChina,300 million listenerswerereachedwhileireland,withapopulationofjustfivemillion,producedcumulativefiguresofmorethan20 million–thebestpercentagelistenershipintheworld.
• PartnershipswithBBCWorldService,VoiceofAmericaandRNEXTinSpainaccountedformorethan600 millionlisteners.
20 millioncumulative listenership achieved in ireland
1,168,860,000 cumulative audience
1,500 broadcasts on more than 80 stations in 16 countries
radio coverage (highlights)
country station number of hours of audience broadcasts broadcasts
uK bbc radio solent 16 1.5 16 x 33,000 532,000
wave fm 53 4 53 x 46,125 2.44 million
bbc radio 2 1 0.05 3 million
bbc belfast 5 1 5 x 56,000 280,000
uK/global bbc world service 11 1.5 11 x 12,000,000 132 million
us/global voice of america 11 1.5 11 x 5,000,000 55 million
us boston Public radio 6 1.5 6 x 123,00 738,000
Pittsburgh wdKa 4 0.5 4 x 600,000 2.4 million
ireland rte seascaPes 15 3 15 x 200,000 3 million
rte radio one news 15 1 15 x 330,000 4.95 million
newstalK 17 1 17 x 102,000 1.73 million
sweden radio sweden P4 16 2 16 x 303, 000 4.85 million
india all india radio (Kerala) 25 4 25 x 1.07 million 26.75 million
all india radio (cochin) 40 5 40 x 272,000 10.88 million
‘voice of china’ 12 1 12 x 16,600,890 319.2 million
holland bnr 72 4 72 x 423,000 30.45 million
germany hr1 8 1 8 x 1.5 million 12 million
singaPore 938 live! 25 2 25 x 200,000 5 million
91.3 20 1 20 x 40,000 800,000
new zealand radio nz 24 2 24 x 118,000 2.82 million
radio live 12 1 12 x 43,000 516,000
radio sPort 22 2 22 x 35,000 770,000
australia sen 10 1 10 x 45,000 450,000
south africa safm 72 6 72 x 250,000 18 million
caPe talK 144 12 144 x 80,000 11.5 million
Kfm 108 9 108 x 150,000 16.2 million
702 108 9 108 x 80,000 8.6 million
sPain onda cero galicia 33 2 33 x 33,000 1.09 million
nou 48 5 48 x 30,000 1.44 million
canal nou 11 2 11 x 65,000 715,000
onda cero 10 2 10 x 450,000 4.5 million
cordena coPe 8 2 8 x 825,000 6.6 million
cordena ser 25 5 25 x 1.3 million 32.5 million
rne 1 8 2 8 x 200,000 1.6 million
radio mallorca 20 5 20 x 31,000 620,000
sPain/global rneXt 40 10 40 x 9.5 million 380 million
Punto radio 8 2 8 x 400,000 3.2 million
radio eusKadi 12 5 12 x 62,000 744,000
radio galega 15 5 15 x 130,000 1.95 million
cordena ser madrid 16 5 16 x 37,000 592,000
baleares 31 15 31 x 31,000 9.6 million
canarias 4 2 4 x 30,000 120,000
coPe santander 4 2 4 x 42,000 168,000
france/global radio france international 2 4 5.5 million 11 million
Audiences that are unverifiable are not claimed.
50 51
11.0syndiCates& sponsorspuma Case study
• pumasawtheVolvoOceanRaceastheperfectenvironmenttolaunchit’sforayintotheworldofsailing.
• Onthewater,theeye-catchingpumaVolvoOpen70‘ilmostro’,christenedbyHollywoodactressSalmaHayek(right),finishedsecondoverall.
media totals – Puma
core marKets rest of world totals
tvPuma eXPosure 1025:23:02 277:03:36 1302:26:38
Puma tv value $37.4m $9.4m $46.8m
Printnumber of mentions 9,063
Puma Print value $2.91m
PUMA’sparticipationintheracewasthemostinnovativemarketingcampaignthecompanyhaseverlaunched.
Itprovedtobeanextremelysuccessfulstartingsignalforoursailingcategorywiththeinvestmenthavingbeenmorethanpaidoff.
Jochen Zeitz – Chairman and Ceo, puma
“ “
TOTAlMEdIAVAlUE:us$49.71 million*
* These figures relate to the IFM Sports Marketing Surveys research programme. It does not include the exposure and value of media coverage which PUMA generated pre-race.
52 53
11.1syndiCates& sponsorspuma Case study
media totals – Puma eXPosure and value
countrytv Print
eXPosure (hh:mm:ss)
value (us$) eXPosure value
(us$)
brazil 36:01:15 4.944 142 0.063
china 65:44:17 10.809 878 0.841
ireland 23:15:38 1.356 449 0.092
france 11:51:30 0.185 762 0.159
germany 2:43:28 0.252 187 0.142
india 4:43:05 0.002 245 0.008
italy 82:33:39 2.794 339 0.375
the netherlands 5:50:37 1.464 909 0.193
russia 63:52:43 0.777 137 0.052
singaPore 23:20:38 0.850 155 0.044
south africa 79:09:19 0.154 164 0.027
sPain 54:16:20 4.966 3,230 0.434
sweden 18:29:26 1.226 640 0.137
uK 71:19:14 2.129 203 0.133
usa 249:04:11 3.227 623 0.205
Pan asia 227:51:13 0.211 n/a n/a
Pan euroPe 4:04:56 0.337 n/a n/a
multi-marKet 1:11:33 1.740 n/a n/a
row 277:03:36 9.377 n/a n/a
grand total 1302:26:38 46.801 9.063 2.905
media totals – Puma eXPosure and value
legtv Print
eXPosure(hh:mm:ss) value (us$) eXPosure value (us$)
leg 1 112:57:22 5.223 2,150 0.495
leg 2 117:41:43 2.732 1,005 0.263
leg 3 179:14:56 4.979 920 0.197
leg 4 133:17:59 4.702 1,034 0.817
leg 5 274:43:14 8.631 1,618 0.480
leg 6 189:00:08 6.350 870 0.177
leg 7 106:15:13 3.331 546 0.130
leg 8 54:15:57 1.938 201 0.047
leg 9 52:36:27 2.565 499 0.161
leg 10 82:23:39 6.352 220 0.139
grand total 1302:26:38 46.801 9.063 2.905
exposure was over 1,300 hours – over 1,000 hours from the core markets – 79%
puma Generated oVer 9,000 print mentions
• pumawasratedsecondinoverallprintvaluewithus$2.9million–17%oftheoverallsyndicateprintmediavalue.
• Valuewasgeneratedfromover9,000 mentionswiththetop10marketsaccountingfor91%ofthesementions.
• Chinawasthemainmarketforpuma,with
almost900mentions(10%ofsyndicate)generatingavalueofoverus$840,000.
• Spaindelivered3,200mentions(36%)withus$430,000value(15%oftotalvalue).
• Europegeneratedover6,800mentions(76%)andoverus$1.7millioninvalue(59%ofracetotal).
• Asiawasresponsibleforalmost1,300mentions,andalmostus$900,000.
• legfour–SingaporetoQingdao–deliveredthemostvaluetopumaover1,000mentions(11%)generatingus$817,000.
• legonegeneratedthehighestnumberofmentions(2,150)andus$500,000.
• Televisiondeliveredalmostus$47million ofvalueforpumawiththecoremarketsmonitoredproducingoverus$37million(80%ofthesyndicatetotal).
• pumawastheno. 1andmostsuccessfulteamwith18% oftotalTVsyndicatevalue.
• Fromthemonitoredmarkets,Chinadeliveredoverus$10.8millionfromover65hoursofboatexposure.Asia(China,India,SingaporeandPan-Asia)delivered$11.9million.
•Europegeneratedus$15.5millionor33%ofthesyndicatevalue.TheAmericaswithBrazilandtheUSAgeneratedoverus$8million (17%).
• WiththeroWmarketsgeneratingover270hoursofexposureandavalueofus$9.4million(20%),thisillustratesthatPUMAhasreceivedagoodspreadofcoverageacrossAsia,Europe,theAmericasandROW.
• legfivewasthetopgeneratorforpuma–QingdaotoRio–andthenlegsixtoBostontogethergenerated36%ofexposureandus$15million value(32%).
• Thelastthreelegsgeneratednearly190hours(15%)ofexposureandus$10.9millionvalue(23%)showingtheimportancetopuma.
leg
tw
o
(ca
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ow
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leg
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(co
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leg
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ur
(sin
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- qin
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leg
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io)
leg
siX
(rio
- b
ost
on
)
leg
sev
en
(bo
sto
n -
ga
lway
)
leg
eig
ht
(ga
lway
- g
Öte
bo
rg
)
media totals – Puma growth during 2008-09 event
leg
on
e
(ali
can
te -
caPe
to
wn
)
leg
nin
e
(gÖ
teb
or
g -
sto
cKh
olm
)
Print value (us$)
tv value (us$)
leg
ten
(sto
cKh
olm
-
st.P
eter
sb
ur
g)
value (us$)
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
54 55
11.2syndiCates& sponsorspuma Case study
Print analysis
country number of articles
number of mentions
value (us$) teXt or visual eXPosure value (us$)
argentina 7 40 0.008 bold teXt 23 0.019
australia 1 2 0.012 editorial teXt 477 0.200
austria 2 4 0.004 headline teXt 28 0.032
brazil 11 41 0.042 Puma logo (not in Photo) 8 0.007
chile 4 35 0.001 visual (Photo) 131 0.984
china 13 69 0.318 total 667 1,242
finland 2 3 0.019
france 11 31 0.037
germany 12 94 0.058
hong Kong 10 28 0.027
india 2 4 0.000
italy 8 59 0.431
JaPan 3 14 0.012
Korea 1 1 0.000
Kuwait 1 5 0.001
russia 3 3 0.000
south africa 1 2 0.003
sPain 8 34 0.016
sweden 2 15 0.004
switzerland 1 9 0.003
turKey 4 40 0.015
uKraine 6 16 0.011
uK 6 36 0.066
usa 19 82 0.153
total 138 667 1,242
share of value by source20.8% teXt
58.7% boat
0.7% signage
18.3% clothing
1.5% other
puma Generated siGniFiCant print CoVeraGe pre-raCe, partiCuLarLy in LiFestyLe puBLiCations
• TheVolvoOceanRaceservedasaperfecttestlaboratoryforpuma’soutdoorproductsasthecrewhadtobeequippedwithclothingandfootwearsuitableforextremeweatherconditions.
• Over44,000customersandpumaemployeesweretakenforasailingtouronapuma yachteitherbeforethestartorinoneofthestopoverportsoftheRace.
• Salesinpuma CityonasingledayinBostontoppeddailysalesinanypumastoreeverworldwide.
56 57
11.3syndiCates& sponsorsteLeVision and print VaLue
Print – syndicate value
(us$)
team leg 1 leg 2 leg 3 leg 4 leg 5 leg 6 leg 7 leg 8 leg 9 leg 10 grand total
ericsson (undefined) 1.108 0.167 0.181 0.271 0.560 0.375 0.310 0.110 0.367 0.061 3.510
Puma 0.495 0.263 0.197 0.817 0.480 0.177 0.130 0.047 0.161 0.139 2.905
ericsson 4 0.549 0.197 0.161 0.181 0.340 0.187 0.203 0.096 0.159 0.073 2.145
green dragon 0.352 0.114 0.109 0.244 0.458 0.199 0.209 0.081 0.084 0.032 1.884
delta lloyd 0.430 0.197 0.139 0.161 0.324 0.183 0.109 0.038 0.045 0.028 1.655
telefÓnica blue 0.214 0.140 0.205 0.204 0.356 0.206 0.118 0.037 0.123 0.032 1.635
ericsson 3 0.216 0.080 0.081 0.097 0.316 0.098 0.092 0.034 0.073 0.042 1.130
telefÓnica (undefined) 0.269 0.065 0.124 0.089 0.225 0.090 0.054 0.005 0.064 0.008 0.993
telefÓnica blacK 0.190 0.065 0.072 0.103 0.157 0.098 0.052 0.022 0.042 0.036 0.837
team russia 0.142 0.054 0.078 0.044 0.080 0.040 0.021 0.004 0.020 0.021 0.502
grand total 3.965 1.343 1.348 2.211 3.296 1.654 1.298 0.472 1.137 0.472 17.196
total media value – toP five teams/syndicates
22.1% ericsson 4
20.9% Puma
20.9% telefÓnica blue
18.3% ericsson 3
17.8% green dragon
tv – toP 10 countries
delta lloyd ericsson green dragon Puma team russia telefÓnica
country us$m country us$m country us$m country us$m country us$m country us$m
china 3.150 china 22.818 china 20.774 china 10.809 china 2.060 china 12.772
brazil 2.002 sPain 10.393 brazil 2.391 sPain 4.966 sPain 0.930 sPain 10.694
sPain 1.716 brazil 10.307 sPain 2.323 brazil 4.944 italy 0.698 brazil 6.590
thenetherlands 1.397 Portugal 6.116 Portugal 1.942 Portugal 3.962 brazil 0.674 Portugal 4.563
Portugal 1.366 usa 5.244 usa 1.588 usa 3.227 usa 0.556 usa 3.641
italy 1.132 italy 5.080 italy 1.567 italy 2.794 Portugal 0.479 italy 3.110
usa 1.029 multi-marKet 4.163 multi-marKet 1.400 uK 2.129 uK 0.352 uK 2.602
uK 0.904 sweden 3.783 ireland 1.302 multi-marKet 1.740 argentina 0.323 multi-marKet 2.121
sweden 0.507 uK 3.660 uK 1.227 netherlands 1.464 norway 0.271 netherlands 1.953
ireland 0.496 netherlands 2.476 thenetherlands 0.992 ireland 1.356 finland 0.242 sweden 1.635
total 13.680 total 74.040 total 35.507 total 37.392 total 6.584 total 49.682
regional share of tv value (%)
region delta lloyd ericsson green dragon Puma team russia telefÓnica
western euroPe 50.3 42.7 28.2 43.9 43.8 47.8
central & eastern euroPe 3.9 3.4 2.5 4.0 4.5 3.4
africa & middle east 0.4 0.3 0.2 0.3 0.6 0.3
central asia 19.2 25.6 51.4 23.3 25.8 21.4
far east & Pacific rim 3.2 2.9 1.8 3.4 2.9 3.1
north america 6.8 6.3 4.3 7.5 7.4 6.5
south america 13.8 13.1 7.3 12.8 12.4 13.0
Pan-continental 2.5 5.6 4.3 4.9 2.6 4.5
Print – toP 10 countries for number of mentions
delta lloyd ericsson green dragon Puma team russia telefÓnica
country no. country no. country no. country no. country no. country no.
thenetherlands 4,193 sPain 7,108 ireland 2,178 sPain 3,230 sPain 1,155 sPain 12,347
sPain 1,697 sweden 3,791 sPain 1,901 netherlands 909 thenetherlands 462 netherlands 2,044
ireland 465 netherlands 2,942 china 915 china 878 france 191 france 1,207
france 257 france 2,035 netherlands 450 france 762 india 152 sweden 722
italy 132 italy 876 france 425 sweden 640 russia 114 italy 464
sweden 119 ireland 847 sweden 270 usa 623 sweden 101 ireland 426
india 108 china 781 uK 193 ireland 449 ireland 91 china 390
russia 95 india 545 italy 176 italy 339 italy 86 india 270
china 90 usa 468 india 125 india 245 south africa 38 usa 263
uK 61 brazil 376 russia 101 uK 203 usa 34 russia 216
total 7,217 total total 6,734 total 8,278 total 2,424 total 18,349
us$96.6 miLLion – tHe HiGHest syndiCate media VaLue (tV, print)Source: SMS end of race report
12.0audienCe proFiLe
59
• sailing is clearly an extremely efficient vehicle through which to reach people in the highest income brackets.
• People interested in sailing are 2.5 times more likely to be in the highest earning group than the national average.
the sailing audience is an affluent group
interest in sailing by income grouP
indeX on national average
any interest in sailing
those who have Paid to watch sailing or watched it on tv in Past 12 months
250
200
150
100
50
10
100 100
250
152
adultsmen with
income £50K+
adults
Source: Connexus 2006
58
saiLinG deLiVersan aFFLuent audienCeproVidinG sponsorsWitH a HiGHLy-eFFiCientVeHiCLe For reaCHinGup-marKet indiViduaLsSource: Connexus 2006
60 61
12.0audienCe proFiLe
sailing followers are interested in the world around them, keeping up to date on european and foreign news
national average
any interest in sailing
Pay to watch sailing/ follow on tv/ in newsPaPers
very interested in euroPean or foreign news
indeX on national average
180
160
140
120
100
80
60
40
20
0
100
151
163
sailing followers are 50% more likely than averageto speak a foreign language
sPeaK a foreign language
indeX on national average
160
140
120
100
80
60
40
20
0
100
150 150
national average
any interest in sailing
Pay to watch sailing/ follow on tv/ in newsPaPers
a high proportion of the race's closest followers occupy senior managerial positions
30
25
20
15
10
5
0
28
29
12 12
8
5 5
1
audience tyPes
%tHe raCe deLiVersa Broad spread oFCommitted entHusiastsand neWLy-interestedFoLLoWersSource: Connexus 2006
sen
ior
m
an
ager
in
ter
med
iate
m
anag
erJu
nio
r
ma
nag
er
sel
f-
emPl
oy
ed
sKil
led
/
sem
i sKi
lled
stu
den
t
ret
ired
cas
ual
Source: Connexus 2006 Source: Connexus 2006 Source: Connexus 2006
62 63
12.0audienCe proFiLe high levels of adoption
of new technology amongst sailing followers
items Present in the home
indeX on national average
any interest in sailing
Pay to watch sailing/ follow via tv/newsPaPer
national average
iPod dab digitalradio
sat nav home cinema
Plasma screen tv
recordable cd Player
180
160
140
120
100
80
60
40
20
0
100
100
100
100
100
100
17
135
163
149
172
137
164
139
133
110
141
137
171
sailing followers have a high propensity to purchase the products of companies who sponsor sports and events
national average
any interest in sailing
Pay to watch sailing/follow on tv/ in newsPaPers
180
160
140
120
100
80
60
40
20
0
100
156
167
indeX on national average
• the sailing audience is receptive to sponsorship messages, with a strong propensity to view sponsors as ‘their kind of brand’.
agree with the statement: “i tend to buy Products from comPanies who sPonsor sPorts teams and events”
Source: Connexus 2006 Source: Connexus 2006
64 65
13.0impaCt &aWareness
sPain Pre (122)
sPain Post (141)
china Pre (158)
china Post (152)
usa Pre (131)
usa Post (169)
uK Pre (213)
uK Post (160)
sweden Pre (122)
sweden Post (118)
russia Pre (165)
russia Post (187)
100
80
60
40
20
0
24
6269
39
75
84
20
6783
2264
84
726
39
7
28
44
7
30
55
11
40
59
5488 90
65
86
92
1037
47
18
42
49
(%)
awareness of the event
• ThebrandImpact andAwarenessstudy measuredthe brand valuesattributedtotheRaceandstakeholders,the
valueofassociation withtheRace,brand perceptionand behaviouralchange.
• Key question: Have the messages of lifestyle challenge and overcoming adversity come across?
• pre-eventandpost-eventwaveswere
conductedinsix countriesto determinethe differencespre- andpost-stopover inthatcountry.
• Thenumberof respondents unawareoftheRace weremonitored closelyinorderto ensureamaximum numberof respondentswere achieved.
unprompted:Canyounameanyroundtheworldyachtraces?
prompted:Whichoftheseroundtheworldyachtraceshaveyouheardof?super prompted: Thereisaroundtheworldyachtracetobeheldin2008-09calledtheVolvoOceanRace.ItusedtobecalledtheWhitbreadRoundTheWorldRace.doyourecalltheracementionedabove?
unprompted awareness of Volvo rose between waves from 7% to 11% = an additional 34 million people
66 67
13.0impaCt &aWareness
image of comPanies that sPonsor events liKe the volvo ocean race (summary)
q: thinKing about sPonsorshiP of the volvo ocean race, to what eXtent do you agree with the following statements, using a scale of 1 to 5, where 1 is strongly disagree and 5 is strongly agree.
(PleASe noTe ThIS qUeSTIon wAS only ASked To ThoSe AwAre oF The rACe)
sPain Pre (127)
sPain Post (127)
china Pre (126)
china Post (131)
usa Pre (127)
usa Post (125)
uK Pre (125)
uK Post (123)
sweden Pre (155)
3.4 3.8
3.2 3.6
3.8 3.9
4.0
3.7
3.5
3.3
3.3
2.7
sweden Post (172) 2.8
russia Pre (122) 3.9
russia Post (124) 3.9
3.2
2.9
3.8
4.0 3.8
4.1 3.6
4.0 3.5
3.9 2.9
3.9 3.0
3.7 2.5
3.7 2.5
3.9 3.5
4.1 3.5
The chart shows pre- and post- results across all markets.
38% in spain described the race as “challenging” pre-race and 50% post-race
Four out of 10 markets saw unprompted sponsorship awareness of around 50%
Pre
Post
image of volvo ocean race
toP 10 image words (PromPted) (%)
tea
mw
or
K
cha
llen
gin
gw
or
ld c
las
s
120
100
80
60
40
20
0
53%
52%
53%
52%
48%
50%
45%
43% 45
%42
%
42%
43%
42%
40%
40%
41%
38%
43%
25%
24%
i thinK more highly of comPanies that sPonsor events liKe the volvo ocean race
sPonsorshiP contributes greatly to the success of events liKe the volvo ocean race
i am more liKely to consider Purchasing Products from comPanies that get involved in sPonsoring events liKe the volvo ocean race
ad
ven
tur
ou
s
Pres
tig
iou
s
glo
bal
Pro
fes
sio
na
l
eXci
tin
g
eXtr
eme
elit
ist
68 69
13.0impaCt &aWareness
feeling towards brands
(%)
sPain (252)
er
ics
so
n
Pu
ma
tele
fÓn
ica
de
lta
llo
yd
75
58
32
45
51
38
42
54 54
42
41
37
18
13
31
29
china (256)
er
ics
so
n
Pu
ma
tele
fÓn
ica
de
lta
llo
yd
Pu
ma
76
54
45
59
59
55
64
70
49
54
43
40
41
36
36
40
usa (252)
er
ics
so
n
Pu
ma
tele
fÓn
ica
de
lta l
loy
d
Pu
ma
73
70
45
58
56
45
50
63
33
37
45
35
38
25
21
32
uK (248)
er
ics
so
n
Pu
ma
tele
fÓn
ica
de
lta
llo
yd
58
33
75
6961
44
57
50
22
29
32
30
25
30
1314
sweden (334)
er
ics
so
n
Pu
ma
tele
fÓn
ica
de
lta l
loy
d
89
48
6 8
82
43
11 6
58
36
19 17
77
38
10 17
russia (246)
er
ics
so
n
Pu
ma
tele
fÓn
ica
de
lta l
loy
d
55
48
3241
3455
40
34
68
40
4123
7771
2024
q: which of the following statements best describes your feeling towards the following brands? (PleASe noTe ThAT ThIS qUeSTIon wAS only ASked To ThoSe who were AwAre oF The rACe)
honest and trustworthy
environmentally friendly
innovative
world class
country sPain china usa uK sweden russia
Pre Post Pre Post Pre Post Pre Post Pre Post Pre Post average
base samPle 125 127 126 130 127 125 125 123 155 179 122 124
ericsson 42% 52% 64% 65% 51% 51% 29% 37% 72% 80% 51% 55% 54%
Puma 20% 26% 61% 63% 45% 46% 17% 22% 20% 32% 42% 47% 37%
telefÓnica 61% 75% 31% 34% 34% 33% 22% 30% 31% 34% 35% 36% 38%
team russia 18% 22% 54% 47% 32% 36% 13% 18% 16% 16% 59% 53% 32%
green dragon 15% 18% 46% 47% 26% 26% 6% 18% 13% 15% 33% 33% 25%
delta lloyd 14% 21% 23% 31% 28% 32% 11% 11% 13% 14% 30% 35% 22%
awareness of boats/teams taKing Part
(%)
q: were you aware of the following boats/teams taKing Part in the volvo ocean race?
awareness of boats/teams taKing Part
attitude towards volvo’s sPonsorshiP of the volvo ocean race
does volvo’s sPonsorshiP of the volvo ocean race maKe you feel...
a lot more Positively towards volvo 26%
a little more Positively towards volvo 29%
maKes no difference to my feelings towards volvo 39%
a little less Positively towards volvo 2%
a lot less Positively towards volvo 2%
don’t Know/can’t say 2%
volvo brand share of value by Positive/negative feelings
Positive feelings 56%
negative feelings 4%
neutral 38%
don’t Know 2%
The chart shows pre- and post- results across all markets
ericsson was described as “world class” and “innovative” across all marketspuma’s image as “world class” rose from 59% to 75% in China
over 55% felt more positively about the Volvo brand
70 71
13.0impaCt &aWareness metHodoLoGy
there was a significant rise in those under 45 who were aware, unprompted, of the race, an indication that the event is appealing to a younger audience
• ThedatacontainedintheImpactandAwarenesssectionistheresultof
researchcarriedoutbySMS.
• Forbrand impact results,asampleofABC1Menweretargeted.Surveyswereconductedonline.
• Outof200responses,SMShadtoachieveatleast75whohadtobeawareofthe
VolvoOceanRace.Afterleavingthesurveyopenforoveraweek,SMSincreasedthenumberwhowereawareinordertocompletethefieldwork.
For pre- and post-race and sponsors event awareness, 1,000 interviews (or more)
were conducted in each of the target markets.
Interviews were conducted in several ways – see right.
All responses were weighted to ensure that they are nationally
representative of each country.
Additionally, a survey on the Volvo ocean race website was
held in two waves. wave 1 on the home page and wave 2 on
all pages apart from the home page.
9,309 responded in wave 1 (october 2008-January
2009), 4,575 in wave 2 (May 2009-August 2009).
overall team awareness (PromPted – Pre and Post wave)
q: were you aware of the following boats/ teams taKing Part in the volvo ocean race? (PleASe noTe ThAT ThIS qUeSTIon wAS only ASked To ThoSe who were AwAre oF The rACe)
60
40
20
0
55
38 3631
2421
Pum
a
eric
ss
on
tele
fÒn
ica
tea
m r
us
sia
gr
een
dr
ago
n
del
ta l
loy
d
(%)
awareness of boats/teams taKing Part
(%)imPortance of being associated with an environmental message
country base not imPortant not sure fairly imPortant very imPortant don’t Know
sPain (Pre) 207 5% 14% 40% 36% 5%
sPain (Post) 205 4% 15% 39% 36% 7%
china (Pre) 211 2% 11% 45% 36% 6%
china (Post) 219 4% 15% 37% 37% 6%
usa (Pre) 212 8% 21% 34% 33% 4%
usa (Post) 220 9% 21% 36% 27% 7%
uK (Pre) 218 14% 21% 28% 27% 10%
uK (Post) 218 9% 22% 37% 22% 10%
sweden (Pre) 204 20% 14% 27% 24% 15%
sweden (Post) 202 15% 12% 28% 27% 18%
russia (Pre) 217 3% 6% 33% 54% 4%
russia (Post) 219 1% 8% 31% 56% 4%
q: the volvo ocean race linKs the race with care of the environment. how imPortant do you thinK it is that the volvo ocean race is associated with an environmental message?
(PleASe noTe ThIS qUeSTIon wAS ASked To All reSPondenTS)
country Pre wave Post wave
sPain 10/09/08 12/11/08
china 29/12/08 16/03/09
usa 30/03/09 16/06/09
uK 06/05/09 13/07/09
sweden 11/05/09 13/07/09
russia 26/05/09 13/07/09
broadcasts in selected core marKets
country methodology
france caPi
germany caPi
ireland cati
italy caPi
the netherlands cati
russia PaPi
sPain caPi
sweden cati
uK (not including ni) caPi
usa cati
CAPI = Computer Aided Paper InterviewsCATI = Computer Aided Telephone Interviews
PAPI = Paper and Pen Interviews
72 73
TheVolvoOceanRaceorganiserscommissionedindependenteconomicimpactassessmentswhichwerecarriedoutbytheSportsBusinessGroupatdeloitte,themarketleaderineconomicimpactstudies.Themethodologyinvolvesresearchwithkeystakeholdersincludingteams,organisers,partners,andthemedia,andextensivespectatorresearchandeconomicimpactmodelling.Studieswerecarriedout
intothe2008-09startinAlicante,intheValencianaregion,andthestopoverportsofSingapore,GalwayandStockholm.
Comparisonsweredrawnbetweenthe2008-09studiesandthe2005-06RaceStartinGalicia,Spainandothermajorsportsevents.Thestudyleddeloitte
toconcludethattheVolvoOceanRacegeneratedsufficienteconomicimpactforthehostportstoberegardedas“amongstthesportsworld’shighest-impact,short-durationmajorsportsevents”,withimpactsconsiderablyabovetheUEFACupFinalandtheOpenGolfChampionship.BesidethelasttwoVolvo
OceanRaces,deloittehasbeenworkingwithleadingsportsrightsholdersandorganisersonin-depth,high-profilestudies.Recentstudiesinclude:
•RugbyUnion:ThepotentialeconomicimpactoftheRugbyWorldCuponahostnation(preparedfortheInternationalRugbyBoard).
•Golf:Economicimpactofthe2006RyderCupontheIrisheconomy.
•HorseRacing:EconomicimpactofBritishracing(preparedfortheBritishHorseracingBoard).
14.0eConomiCimpaCt
Almosttwo thirds(63%)ofthe1,256spectatorsthatwereinterviewedbydeloittehadnopreviousactiveinterestinsailing,whichmeanstheVolvoOceanRacehassuccessfullyattractedalargeproportionofspectatorsnotpreviouslyassociatedwiththesportandthusissuccessfullybroadeningitsfanbase.
Û11 millionexpenditurebythecompetingteams,withallofthemstayingintheareaoveramonth,andonefor18months.
85%hoteloccupancyrates,an18%increaseoverthesamedatesin2007.
85%Alicante’sresultshavebeencomparedtoothershortdurationevents,andtheRacehadadirectimpactconsiderablyabovemany‘householdname’eventssuchastheOpenGolfChampionshipandtheUEFACupfinal,andveryclosetothatoftheAustralianOpen.
alicante – breaKdown of attendees
71% valenciana residents (243)
14% non-local visitors (49)
8% international visitors (27)
7% non-local (would have been in valenciana anyway (25)
comParison between 2005 galicia and 2008 valenciana
economic imPact studies
galicia 2005
valenciana 2005
100
80
60
40
20
0
53%
52%
4.4%10.8%2.4%
17.3%6.4%
10.5%21.9%
10.0%
16.0%16.4% 6.0%
28.0%
61.0%
89.2%
teams & vX40s
event management & sPonsors
sPectators & media
Port authorities
local authorities
indirect imPact
• TotaleconomicimpactofÛ89.2 million, 46%greateroveralleconomicalimpactthanGaliciain2005.
alicante
core imPact
comPeting teams, race organisers
other direct imPacts
loca
l a
uth
or
ity
inv
es
tme
nt
sPectator sPending
Po
rt
in
ve
stm
en
t
indirect imPacts
multiPliers
comPonents of economic imPact
almost twice the number of corporate visitors from the teams and sponsors than in Galicia, with a total of over 5,000
direct economic imPact of a selection of maJor international sPorting events
other maJor international sPorting events
alicante – direct economic imPact (€m)
250
200
150
100
50
02003 suPer-bowl (nfl, usa)
240
2006 ryder cuP (golf, ireland)
2005 melbourne cuP (racing, australia)
2007 tour de france (cycling, england)
2005 australian oPen (tennis, australia)
2008 volvo ocean race (valen-ciana)
2008 volvo ocean race (galicia)
2005 royal ascot at yorK (racing, england)
2007 the oPen (golf, scotland)
2007 uefa cuP final (football., scotland)
2007 lords test (cricKet, england)
143
93 8869 61
4532 21 18 14
Source: deloitte analysis
galway • TotaleconomicimpactofÛ55.8 million,almost30%aboveinitialprojections.
• 1,700corporatehospitalityvisitors.
Per Person
total non-sPectator sPending – galway 2009 (€m)
inter-national
inter-national
rest of ireland
rest of ireland
galway
200
150
100
50
0
25.0
20.0
15.0
10.0
5.0
0
53%
53%
52%
52%
61 7.6
29 3.425
49 6.2
52 6.2
6
18 2.2
19 2.3
42 5.2
27 3.2
10
170 21.3
128 15.2
43
accommodation
food & beverage
transPort & travel
retail & other
• Û36.5 million ofspendingbyracespectatorsandmediafromoutsidethelocalregion,thehighestrecordedatanystopoverport.
• Û89.2 million (us$131 million) total economic impact for alicante – 46% increase on 2005-06 start port
• Û55.8 million total impact for galway – 30% above initial projections
• 12,500 international visitors and 40,000 visitors from elsewhere in ireland went to galway
• 1,400 corporate hospitality visitors and 74,000 visitor nights in singapore
daily eXPenditure – galway 2009 (€)
74 75
14.0eConomiCimpaCt•12,500internationalvisitorsand40,000visitorsfromelsewhereinIrelandwenttoGalwayspecificallybecauseoftheRace.
• Over200,000visitorbed-nightsassociatedwiththeevent,deliveringoverÛ12 million.
stockholm• TheVolvoOceanRacedeliveredalmostÛ32 millionindirecteconomicbenefitstoStockholm,thelargestelementbeingspectatorspending.WhenindirectimapactisincludedthisrisestoÛ43 million.
• 16,000visitorsinvolvedincorporateactivitiesintheRaceVillage,atleast2,300ofthemwereenjoyingstructuredcorporatehospitalityprogrammes.
• Û23 millionofspendingbyRacespectatorsandmediafromoutsidethelocalregion.
• Over200,000visitorbed-nightsassociatedwiththeevent.
galway – breaKdown of attendees (’000s)
17% rest of ireland – triP related to race
2% rest of ireland – eXtended triP
8% international – triP related to race
10% international – eXtended triP
11% non local – in galway anyway
52% local residents
stocKholm – breaKdown of attendees (’000s)
16% rest of sweden – triP related to race
1% rest of sweden – eXtended triP
2% international – triP related to race
2% international – eXtended triP
20% non local – in stocKholm anyway
59% local residents
positive non-economic impact in ports• Anoverwhelming98.44%ofthe321localspectatorsthatwereinterviewedbydeloittewhilevisitingtheRaceVillageinanyofthefourcities,thoughtthathostingtheVolvoOceanRacewasagoodthingfortheircities,andover85%agreedthathostingtheVolvoOceanRacemadethemfeelmorepositivelyabouttheircities.
• HostingtheVolvoOceanRacealsoappearstohavehadagoodinfluencetowardsfuturetourism,since76%ofthe455internationalspectatorsthatwereinterviewedbydeloittewhilevisitingtheRaceVillageinanyofthefourcities,thoughtthattheyweremorelikelytoreturntothehostingcitiesafterthatvisit.
singapore• TotaleconomicimpactofÛ33 million, withadirectimpactofÛ20 million,morethanwhat
wasgeneratedbytheUEFACupFinalinScotlandin2007(Û18 million).
• 1,400corporatehospitalityvisitors.
direct economic imPact of a selection of maJor international sPorting events
other maJor international sPorting events
singaPore - direct economic imPact (€m)
60
30
02008 volvo ocean race (alicante)
61
2005 volvo ocean race (galicia)
2005 royal ascot at yorK (racing, england)
2007 the oPen (golf, scotland)
2009 volvo ocean race (singaPore)
2007 uefa cuP final (football, scotland)
2007 lords test (cricKet, england)
2008 world cross country (edinburgh)
2006 suPerleaguegrand final (rugby league, england)
45
32
21 20 18 14
5 2
direct economic imPact of a selection of maJor international sPorting events
breaKdown
singaPore - direct economic imPact (€m)
acco
mm
od
atio
n
f&b
an
d
ho
sPi
tali
ty
ret
ail
a
nd
oth
er
trav
el a
nd
tr
an
sP
or
t
ma
rK
etin
g
Priv
ate
eXPe
nd
itu
re
bo
at y
ar
d
an
d r
ePa
irs
sPe
ctat
or
b
oat
s
oth
ers
8,104
4,271 4,140
1,411 1,193 293 201 19968
10,000
8,000
6,000
4,000
2,000
0
• Atotalof74,000visitornightsassociatedwiththeevent.
direct eXPenditure in stocKholm (€m)
4.6 Public sector & local organisers
2.5 teams
2.0 event management & sPonsors
22.8 sPectators & media
total 31.9€m
77
14.1eConomiCimpaCtFootFaLL
• 156.87%increaseinspectatorscompared
to2005-06raceafterthefirstfiveports.
• Topfiveintermsofspectatornumbers:
937,000 – alicante 811,677 – Cochin 737,000 – stockholm 420,000 – Galway 363,700 – Qingdao
• Hospitalityfiguresforonesponsorinthenewraceterritories:
1,990guests474 – Cochin 623 – singapore 893 – Qingdao
• 750corporategueststookpartinpro-amandin-portsailingonboardaVolvoOpen70.
• Peakdaycrowdof160,000–Stockholm.
• dailyRaceVillageaverageof24, 399.
footfall figures 2008-09
country days when sPectators averagePeaK number
PeaK date cumulative increase
alicante (esP) * 23 19/09-11/10 937,000 40,739 68,400 5/10 Pro-am race day 420.56 %
caPe town (rsa) * 14 02/11 - 15/11 198,015 14,144 n/a 1,135,015 233.83 %
cochin (ind) 14 30/11 - 13/12 811,677 57,977 107,287 7/12 mid stoPover sunday 1,946,692 188.40 %
singaPore (sgP) * 11 08/01 - 18/01 40,000 3,636 6,500 18/01 leg 4 - start sunday 1,986,692 166.67 %
qingdao (chn) 18 28/01 - 14/02 363,700 20,206 49,600 14/02 leg 5 - start saturday 2,350,392 156.87 %
rio de Janeiro (bra) 23 20/03 - 11/04 85,470 3,716 18,350 04/04 - in Port race saturday 2,435,862 72.15 %
boston (usa) 22 25/04 - 16/05 178,500 8,114 31,000 09/05 - in Port race saturday 2,614,362 67.05 %
galway (ire) 15 23/05 - 06/06 420,000 28,000 62,000 29/05 - in Port race saturday 3,034,362 67.18 %
gÖteborg (swe) 5 10/06 - 14/06 48,000 9,600 20,000 14/06 - leg 9 start sunday 3,082,362 33.15 %
stocKholm (swe) 12 14/06 - 25/06 737,000 61,417 160,000 23/06 - mid stoPover tuesday 3,819,362 35.68 %
st. Petersburg (rus) * 2 27/06 - 28/06 60,000 30,000 n/a 3,879,362 37.81 %
totals 24,399 3,879,362
race village
total days rv oPen
total vor days
% with rv oPen
159 283 55.83%
overview
cumulative total
average Per day
3,879,362 24,399
76
total race Village footfall 3,879,362 a 35% increase from the 2005-06 race
*no daily breakdown available. Source: Stopover organisations/VeMUk
footfall figures 2005-06
galicia 180,000
caPe town 160,000 340,000
melbourne 335,000 675,000
wellington 70,000 745,000
rio de Janeiro 170,000 915,000
baltimore/annaPolis 500,000 1,415,000
new yorK 150,000 1,565,000
Portsmouth 250,000 1,815,000
rotterdam 500,000 2,315,000
gÖteborg 500,000 2,815,000
78 79
15.02005-06 Versus2008-09
bacKground – race route in 2005-06 and 2008-09
leg 1 (vigo, galicia - caPe town) leg 1 (alicante - caPe town)
leg 2 (caPe town - melbourne) leg 2 (caPe town - cochin)
leg 3 (melbourne - wellington) leg 3 (cochin - singaPore)
leg 4 (wellington - rio de Janeiro) leg 4 (singaPore - qingdao)
leg 5 (rio de Janeiro - baltimore) leg 5 (qingdao -
rio de Janeiro)
leg 6 (baltimore - new yorK) leg 6 (rio de Janeiro - boston)
leg 7 (new yorK - Portsmouth) leg 7 (boston - galway)
leg 8 (Portsmouth - rotterdam) leg 8 (galway - gÖteborg)
leg 9 (rotterdam - gÖteborg) leg 9 (gÖteborg - stocKholm)
leg 10 (stocKholm - st. Petersburg)
comParable marKets – 2005-06 and 2008-09
Port stoPover continuous boat in the race non comParable marKets
brazil china sPain australia
the netherlands france sweden ireland
south africa the netherlands usa germany
sPain sPain the netherlands india
usa sweden italy
usa russia
singaPore
coverage comParisons – 2005-06 versus 2008-09
2005-06
vs
2008-09*
number of broadcasts – 2,560 number of broadcasts – 11,057
number of channels – 82 number of channels – 217
number of marKets – 12 number of marKets – 48
*2008-09 includes row
audiences in selected core marKets
marKet volvo ocean race 2005-06
volvo ocean race 2008-09
australia 35,517,000 421,141
brazil 631,749,675 52,383,000
china 253,210,000 604,017,291
ireland n/a 19,837,774
india n/a 1,753,000
the netherlands 55,867,787 41,510,000
new zealand 23,869 117,150
russia n/a 27,995,000
singaPore n/a 9,100,950
south africa 2,753,445 15,384,267
sPain 144,669,801 381,171,099
sweden 12,992,300 36,991,400
uK 17,033,200 7,878,817
usa 29,072,673 16,855,555
total 1,206,734,881 1,215,416,444
broadcasts in selected core marKets
marKet volvo ocean race 2005-06
volvo ocean race 2008-09
australia 117 95
brazil 1,039 300
china 112 831
ireland n/a 187
india n/a 134
the netherlands 82 246
new zealand 69 151
russia n/a 1,151
singaPore n/a 333
south africa 230 313
sPain 168 1,515
sweden 69 228
uK 91 330
usa 412 1,529
total 2,389 7,343
Thefollowingreportconcentratesoncomparingthe2005-06Racewiththe2008-09Race.Thisreportfocusesmainlyontheaudiencesachievedbycertainchannelsinparticularmarkets.
Comparisonshaveonlybeenmadewherethe
monitoringscopeissimilar,forexample‘likeforlike.’Thisdocumentaimstoidentifycasestudiesonkeychannelsandmarkets,whichdeliveredVolvohighaudiences.WhencomparingthetwoRaces,theaudience
The table to the left with the countries listed illustrates those markets where direct crossover and comparisons are possible.
br
az
il
2005-06
cumulative tv broadcasts in comParable marKets
(’000s)
ch
ina
the
net
he
r-
lan
ds
sPa
in
us
a
2008-09
1,600
1,200
800
400
0
cumulative tv audience in comParable marKets
(’000,000s)
2008-09
2005-06
br
az
il
ch
ina
the
net
he
r-
lan
ds
sPa
in
us
a
0
100
200
300
400
500
600
700
Fluctuationsinfindingsfrom2005-06to2008-09inthecaseofBrazilcanbeexplainedbythedifferenceinmonitoringperiodsandthefactthattherewasnoBrazilianentryin2008-09.Inothercases,AustraliaandNewZealandhavegonefrombeingastopoverportandcoremarkettoaROWmarketwithoutastopover.ThereisasignificanceincreaseinbroadcastsintheUnitedStatesduetothepartnershipwithPBS.ChinahadaboatintheRaceandastopover.
andvaluefor2008-09areverypositiveandfillastrongstoryofsuccessforthenewroute.Thethreemainareasfordiscrepancyandapparentreducedperformancefromthe2005-06Raceandthe2008-09Raceare:
brazil lengthofmonitoring
gillette world sport (see page 80)ProgrammeAudiencemeasurement:20mperprogrammein2005-06versus3.5m2008-09.
additional 10%In2005-06itwasassumedthananadditional10%wasdeliveredbeyondthescopeofthemonitoringprogrammeintermsof:tv audience/number of press clippings/media value.This10%wasassumedtoapplyforallmeasuredandestimatedcoveragedetailedinthereportincludingBrazilandGWS.
80 81
15.02005-06 Versus2008-09
core marKets – comParative marKet audiences volvo ocean race
1,000,000,000
500,000,000
0
2005-06 race: 588,817,898 2008-09 race: 1,179,473,153
australia china franceJaPanthe netherlands
uKsPainsouth africausaswedennew zealand
chinairelandfranceitalygermanyindiaitalythe netherlands
russiasingaPoresouth africasPainswedenuK usa
2008-09 leg four + five
case study – china (audience)
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
188,
680,
000
400,
267,
000
253,
020,
000
2008-09 non china legs
2005-06 legs 1-9
toP 25 channels by value 2008-09 race
(us$ 000,000s)
channel marKet total value
cctv-5 china 25.439
rede globo brazil 5.963
Pbs usa 5.191
sailing channel italy 4.517
sPortv 2 Portugal 4.215
band sPort brazil 4.039
shenzhen tv5 sPorts china 3.914
canal 9 - valencia sPain 3.691
multiPle multi-marKet 3.322
channel 4 uK 2.695
la 2 sPain 2.236
teledePorte sPain 2.218
tg4 ireland 2.059
tyc sPorts argentina 1.939
nova sPorts czech rePublic 1.882
tv 4 sweden 1.878
ned 1 the netherlands 1.834
rtl 7 the netherlands 1.794
tv 2 - zebra norway 1.732
sPortv Portugal 1.712
nelonen(channel 4) finland 1.651
canal 33 sPain 1.290
Jiangsu china 1.259
tve 1 sPain 1.234
channel 5 singaPore 1.116
toP 25 total 88.818
•English,Spanish,Russian,Chinesewebsites–23,855,785visits–27.5%increase
•4,060,0928uniquevisitorstowww.volvooceanrace.org–15.7%increase
•Cumulativeprintcirculation–104%increase
•us$131millioneconomicimpactforAlicante–46%increaseoverGalicia
•3,879,362footfall–35%increase
•24-hourrecord–562.96nmv596.6nm
•Averagespeed23.5 knotsv24.9 knots
•Mobiletrafficincreasedby2.5x
•Volvomediavalue(TV,print)us$116.5million–increaseof34.6%
•Syndicatemediavalue(TV,print)us$279.4 miLLion–increaseof52%
2005-06 versus 2008-09HoW tHey Compare
CCTVcoverageinthe2005-06racedroppedofffromlegssix-sevenastheracemovedfurtherawayfromAsia.In2008-09interestwasmaintainedforlonger,andareviewseriesfromGreendragonpost-raceboostedaudiences.
Coverage on 6 channels in 2005-06 versus 19 channels in 2008-09
The graph illustrates the importance of CCTV news Coverage (1,2,4,5 and 9). CCTV 5 was the channel that drove the audience in both the 2005-06 race and the 2008-09 race.
The graph (above) represents all the core markets monitored. Brazil has been omitted from both races for realistic
comparisons to be made year on year. If Brazil was included in the total for the 2005-06, it would total a cumulative audience
of 1,220,567,573 versus 1,231,856,153 for 2008-09.
Weeklyshowdistributedto220broadcastersacross180countries.Inthe2005-06Race,GilletteWorldSportaudienceswerebasedonanestimated20millionpeoplewatchingtheprogrammeeachweek.Thisfigurewasoneofthecontributingfactorstothe2005-06audience.Indecember2008Sunset+VinecommissionedTNSSporttoundertakeanauditofGWStoverifythe20millionaudience
number.Theresultsfromtheirnewpieceofresearchidentifiedthatanestimated4.5millionpeoplewatchedtheprogrammeweekly.AfurtherauditbySMSconcludedthatGWShad2.9millionpeopleperbroadcastandthereforedecidedforthe2008-09racetogoforanaverage3.5millionperbroadcast.
gillete world sport
16.0raCe statistiCs
team leg 1 leg 2 leg 3 leg 4 leg 5 leg 6 leg 7 leg 8 leg 9 leg 10 total
delta lloyd 7910.55 5420.44 2121.16 0 0 5196.87 2899.86 1357.67 538.61 403.28 25848.44
ericsson 3 8046.06 5385.89 2180.51 3127.1 14040.15 5173.97 2968.27 1324.87 539.79 403.64 43190.25
ericsson 4 7968.6 5422.97 2143.66 2948.66 14111.16 5170.27 3008.8 1355.54 540.55 407.11 43077.32
green dragon 8069.13 5401.9 2173.55 3058.36 14260.82 5180.54 2922.96 1339.99 532.05 411.81 43351.11
Puma 7932.03 5402.86 2214.58 2928.52 13992.66 5221.1 2947.83 1382.55 543.14 408.88 42974.15
team russia 8036.12 5497.46 2141.57 0 0 0 0 0 0 0 15675.15
telefÓnica blue 8020.89 5343.43 2206.02 3088.2 13929.89 5177.96 2961.91 1339.57 584 405.21 43057.08
telefÓnica blacK 7893.16 5391.78 2189.42 0 0 5212.84 2933.37 1346.72 542.42 403.28 25912.98
distances sailed (total race)
tHe top speed oF a VoLVo open 70 was 39 knots (72KpH)
82 83
40
35
30
25
20
15
10
5
0
16
14
12
10
8
6
4
2
0
maXimum recorded sPeed through water
maXimum wave height
(sPeed in Knots)
(metres)
leg 1
leg 1
leg 2
leg 2
leg 3
leg 3
leg 4
leg 4
leg 5
leg 5
leg 6
leg 6
leg 7
leg 7
leg 8
leg 8
leg 9
leg 9
leg 10
leg 10
tHe FLeet FaCed 15 metre seas and Gusts oF 65 Knots (120KpH)
dElTAllOYd ERICSSON3 ERICSSON4 PUmA TEAMRUSSIA
TElEFÒNICABlUE
TElEFÒNICABlACK
GREENdRAGON
84 85
wins (legs, scoring gates & in-Port races)
0 1 2 3 4 5 6 7 8 9 10
Podium Positions (legs, scoring gates & in-Port races)
0 2 4 6 8 10 12 14 16 18
16.0raCe statistiCsCLoseenCounters
leg Placings (eXcluding scoring gates)
Placings
leg and scoring gates Placings
in-Port race Placings
22m 29sec between2nd & 4thlegseven(Boston-Galway)
Less than 1m between 2nd & 3rd and 5th & 6thlegeight(Galway-Göteborg)
90sec between 1st & 2nd legnine(Göteborg-Stockholm)
top four boats within 19m 26seclegthree(Cochin-Singapore)
top three boats within 17m 52sec legsix(Rio-Boston)
iPr
ali
ca
nte
wP
fe
rn
an
do
leg
1
leg
1
leg
2
leg
3
leg
4
leg
5
leg
6
leg
7
leg
8
leg
9
leg
10
wP
58e
leg
2
wP
Pu
lau
leg
3
iPr
s
ing
aP
or
e
leg
4
iPr
qin
gd
ao
wP
36s
wP
ca
Pe
ho
rn
leg
5
iPr
rio wP
f
er
na
nd
o
leg
6
iPr
bo
sto
n
wP
st
Joh
n’s
leg
7
iPr
ga
lway
leg
8
leg
9
iPr
s
toc
Kh
olm
leg
10
wP
fe
rn
an
do
leg
1
wP
58e
leg
2
wP
Pu
lau
leg
3
leg
4
wP
36s
wP
ca
Pe
ho
rn
leg
5
wP
f
er
na
nd
o
leg
6
wP
st
Joh
n’s
leg
7
leg
8
leg
9
leg
10
iPr
ali
ca
nte
iPr
sin
ga
Po
re
iPr
qin
gd
ao
iPr
rio
iPr
bo
sto
n
iPr
ga
lway
iPr
sto
cK
ho
lm
86 87
16.0raCe statistiCs
Fast FaCts
39 knotsEricsson4–maxspeedthroughwater–CapeTowntoCochin
23 degreesMaxaveragedangleofheel(averagedover1hour)–Ericsson3–SingaporetoQingdao
65 knotsGreendragon–maxaveragedwindspeed(averagedover15minutes)–BostontoGalway
4 degreesMinseatemperature–QingdaotoRioandBostontoGalway
32 degreesMaxseatemperature–CapeTowntoCochinandCochintoSingapore
948Minbarometricpressure–SingaporetoQingdao
1030Maxbarometricpressure–RiodeJaneirotoBoston
15 metresMaxwaveheight–TelefónicaBlue–SingaporetoQingdao
57˚ 39’ 34s 70˚ 59’ 55WMostsoutherlypointreached–Greendragon–[email protected]
60 ̊09’ 12n 29 ̊07’ 01e Mostnortherlypointreached–Ericsson3–[email protected]
media totals (transmitted from the boats at sea) 24-hour run totals
leg 1 leg 2 leg 3 leg 4 leg 5 leg 6 leg 7 leg 8 leg 9 leg 10
600
500
400
300
200
100
0
ericsson ericsson telefÓnica telefÓnica team Puma delta green 3 4 blue blacK russia lloyd dragon
total race
PHOTOS 662 505 688 450 402 819 938 924VIdEOClIPS(SECS) 24655 24902 24740 22432 10034 26611 17283 22801AUdIOClIPS 59 11 117 69 12 91 5 40PRESSEMAIlS 128 98 203 88 46 138 54 95TOTAlEMAIlSSENT 1306 601 1980 425 451 2883 1589 2601TOTAlEMAIlSREC’d 3609 2373 3454 1630 738 5586 2430 4738
leg one
PHOTOS 129 123 139 127 190 109 201 166VIdEOClIPS(SECS) 2826 6264 4961 4989 4516 3681 5063 3526AUdIOClIPS 9 7 4 4 7 2 5 5PRESSEMAIlS 23 17 29 26 23 16 12 14
leg two
PHOTOS 35 48 82 90 156 89 109 75VIdEOClIPS(SECS) 3348 2122 2421 2859 4625 3119 2261 2510AUdIOClIPS 9 2 18 3 2 1 0 2PRESSEMAIlS 14 10 27 15 16 9 9 12
leg three
PHOTOS 48 36 50 55 56 35 186 38VIdEOClIPS(SECS) 1136 1306 2409 4039 893 1372 2686 1259AUdIOClIPS 4 1 20 14 3 22 0 0PRESSEMAIlS 7 7 10 6 7 8 4 3
leg four
PHOTOS 51 47 36 66 0 90 62 47VIdEOClIPS(SECS) 1626 2233 2067 5276 0 3190 856 2305AUdIOClIPS 7 0 3 12 0 1 0 0PRESSEMAIlS 8 4 11 3 0 15 5 9
leg five
PHOTOS 207 128 226 0 0 243 0 220VIdEOClIPS(SECS) 8221 4617 7394 0 0 6320 0 6123AUdIOClIPS 15 1 30 0 0 19 0 23PRESSEMAIlS 27 29 66 0 0 39 0 18
leg siX
PHOTOS 62 44 76 55 0 72 148 168VIdEOClIPS(SECS) 3932 4076 3458 2720 0 4975 4140 3809AUdIOClIPS 5 0 21 10 0 12 0 7PRESSEMAIlS 10 10 14 10 0 8 5 4
leg seven
PHOTOS 43 25 41 23 0 44 85 126VIdEOClIPS(SECS) 1680 1470 779 1076 0 1455 872 1720AUdIOClIPS 1 0 8 14 0 6 0 3PRESSEMAIlS 6 5 12 18 0 8 5 4
leg eight
PHOTOS 35 36 26 18 0 75 55 24VIdEOClIPS(SECS) 1080 1962 1251 957 0 1159 1003 697AUdIOClIPS 2 0 4 2 0 2 0 0PRESSEMAIlS 13 3 11 2 0 10 2 11
leg nine
PHOTOS 26 9 6 8 0 31 46 30VIdEOClIPS(SECS) 403 426 0 258 0 670 201 426AUdIOClIPS 1 0 2 2 0 7 0 0PRESSEMAIlS 9 5 8 3 0 7 6 11
leg 10
PHOTOS 26 9 6 8 0 31 46 30VIdEOClIPS(SECS) 403 426 0 258 0 670 201 426AUdIOClIPS 6 0 7 8 0 19 0 0PRESSEMAIlS 11 8 15 5 0 18 6 9
The data contained in the race statistics section was supplied by the team of duty officers at the The Volvo ocean race.
the operations room at race headquarters at Whiteley, southampton, england, was manned for 3,720 hours during the race
88 89
17.0CHanGinG media LandsCape
Thewayinwhichwewatchandengagesportischanging.TheVolvoOceanRacehasrecognisedtheopportunitiespresentedbythechangingmedialandscapeinTVchannelproliferation,audienceandmarketfragmentation.Accordingly,theRacehastailoredits
communicationsbyextendingitsmulti-channelapproachtoTV,web,mobileandsocialnetworking.
Forstakeholders,thatmeansmorechannelsformarketingandcommunicationswithcustomersandtheabilitytocommunicateproductsandservicesonapersonallevel.
1973-2009: how race communication has evolved
1973-74, 1977-78, 1981-82, 1985-86•OnlyHF(HighFrequency)RadioTelephoneonboard•TeamsreportedinonceaweektoPortisheadRadioStationthentransferredtoRaceHQ
1989-90•Argossatellitetrackingsystem•FirstTVfootagefromyachts,microwavedoffatkeypointsclosetoland
1993-94•FirsttextoffyachtsviaSatComC•Firstgrainyimagesofftheyachtsweredevelopedonboard,scannedandsent•Firstsatellitecommunicationsviaphone•Faxpollingprovidedinformationtotheoutsideworld•dataspeedoffyachts–9.6kbps
1997-98•Firstvideos,emailsanddigitalcamerasonboard•Firstmediadeskandeventwebsite,thebiggestsingleeventsportssiteintheworld•Firstfixedcamerasonboard•TwoInmarsatCandoneInmarsatBsatellitedishes•dataspeedoffyachts–64kbps
2001-02•Twotelephonelinesonboard•Onlinecontentbroadenedtoincludeaglobaloceanadventureprogrammeforschools
•dataspeedoffyachts–64kbps
2005-06•Firstmobileplatform•Firstvideoconferencing•IntegrationofYouTubeasanonlinevideodistributionoutlet
•dataspeedoffyachts–128kbps
2008-09•FirstHdTVfootageandteleconferencingofftheyachts•FirstofficialRaceGame•Expandedonlineplatform•FirstiPhoneApp•FirstdedicatedMediaCrewMember•dataspeedoffyachts–492kbps
Mobilechannelinfourlanguages
www.VolvoOceanRace.tv
GoogleEarthwithmultimediaracetracker
90 91
•Timespentonsocialmediasiteswentfromaround800,000hourspermonthinAugustlastyearto1.6 millionhourspermonthinJune.
•Facebooksurpassedauniqueaudienceof8 millionforthefirsttimeinAugustthisyear,whileTwitterusewasup979%at1.5 millionusers.
•69%ofconsumersconsidertheircomputermoreentertainingthantheirTV.
•32%ofconsumersconsiderthemselvestobea‘broadcaster’oftheirownmedia.
•69%ofconsumersarewatching/listeningtocontentcreatedbyothers.
•36% usetheirmobilephoneasasocialmediadevice.
•Over60%ofallconsumersvisitanonlinegamingsite.
17.0CHanGinG media LandsCape
1990
1995
2000
2005
2007
television media – marKet fragmentation (uK)
1985
number of channels rePorted by barb (broadcasters audience research board)
0
50
100
150
200
250
300
5
12
26
102
212
262
The number of channels reported by BArB in
2007 has risen by 157% from the 102 channels
monitored in 2000. of these channels, 25
are dedicated sports channels compared to
only seven in 2000.
“Newermediaintheformoftheinternet,mobilephonesanddownloadshaveemerged
inmostdevelopedmarkets.
Researchfroma13-marketeventstudyaveragedsportsnewssitesabove
traditionalmediaformsofmagazinesandTVtextresultsservices.
Asinternetpenetrationlevelsincreasegloballyandeaseofmobileaccessgrows,
theuseofnewformsofmediawillclosethegaponthemorefamiliarformsofmedia
utilisedtofollowsport.”
John Bushell, directoriFm sports marketing surveys
occasionally
regularly if Facebook was a country, it would be the fourth biggest in the world.Source: nielsen; dow Jones
mobile Phone teXt alerts
television
newsPaPers
radio
internet – sPortsnews sites
internet – club/federation/association
tv teXt
general magazines
sPorts magazines
social networK/user generated
video on demand (inc. virgin media,
sKy)
internetchatrooms/
web blogs
mobile Phone to watch coverage
0 20 40 60 80 100
73% 20%
33% 43%
41%26%
32%
31%
36%
30%
21%
24%
14%
13%
8%
8%
28%
16%
10%
13%
14%
7%
7%
5%
2%
2%
using media to follow sPort (uK)q. which media do you use to follow sPort?
93
76
67
60
47
46
43
35
31
21
18
10
10
five countryaverage
totalinterest
uK & ireland italy france sPain germany
92 94 92 96 90
72 75 70 82 81
65 61 66 68 75
52 63 58 66 59
45 61 14 55 56
31 52 41 43 63
27 54 46 49 40
32 45 35 30 36
24 34 25 37 36
26 92 92 92 92
92 31 12 19 17
9 14 8 9 9
8 19 7 9 8
92 93
18.0BaCKGround
ThisanalysishasbeenconductedwiththeaimofunderstandingthemediafootprintoftheRaceacrossthefollowingareas:
• print coverage/articles and readers
• online coverage/articles• tV coverage and
viewersThecoreprogrammeofmediaanalysisisbeingconductedinthefollowingmarkets:
• Continuously monitored marketsforthewholerace[1October2008to30June2009]:China, France, Germany, ireland, italy, the netherlands, russia, spain, sweden, uK, usa.
• Monitoringinspaincommencedtwo weeksbeforetheIn-PortRace.
• Monitoringinrussiaendedtwo weeksaftertheRacefinish.
• stopover markets[monitoredforthesixweekperiodaroundtheportstopover]:south africa, india, singapore, Brazil
Inaddition,usingwatermarkingtechnology,VolvoOceanRacefeaturestelevisedinmarketsoutsidethecoreprogrammearebeingtrackedaccordingtoadefinedchannellist.
Sponsorexposureisrecordedonlyifthefollowingcriteriaaremet:• all letters of a
sponsor’s name appear on screen
• the sponsor’s name is clearly readable
• each sighting is at least one second in duration
Simultaneousmultipleexposureofasponsornamefromasinglesource(e.g.appearingintwoplacesonthemainsail)istreatedasasinglesighting.
media Value is calculated in two waysbrand exposure value / direct brand exposure value:Thisincludesallbrandexposurerecordedinnews,generalsport,generalsailinganddedicatedVolvoOceanRaceprogrammes.Valueiscalculatedconsideringthefollowingfactors:• seconds of brand
exposure• programme audiences
media Footprint and sponsor analysis Background
• Cumulative tV audience–sumofaudienceofallbroadcasts.
• Cumulative unique press readership–sumofeachpublication’sindividualreadershipbyleg.
• multi market –appearsinallTVtablesandrelatestosyndicatedglobalprogrammingsuchas,SeamasterSailing,CNNMainsail,WatersportsWorld,GilletteWorldSportSpecialandTransworldSport.
• dedicated Volvo ocean race–relatestodedicatedSunset+Vinehalf-hourandhourlyhighlightprogrammingandalsoanyotherliveprogrammingsuchascoverageoftheRacestartinAlicanteandnewsfeaturesbroadcastregularlybybroadcastersaspartofSunset+Vine’sglobaldistribution.
• magazine (GeneraL sports) –referstogeneralsportsmagazineprogramm-ingsuchasGilletteWorldSportSpecial,StudioSportinTheNetherlandsandSport7inItaly.
• magazine (GeneraL saiLinG) –referstodedicatedsailingmagazineprogrammingsuchasCNNMainsailandSeamasterSailing.
terminoLoGy
media value =
tv value calculations
brand eXPosure value
cPt x audience x eXPosure x imPact
• 30secondChannelAdvertisingCPT
• Basedonauditeddata(eg.BARBUK)
• 70%ImpactFactorforTeamSponsors
• Fullbrandexposurebasedon: -Alllettersofasponsor’snameappearingonscreen -Sponsor’snamebeingclearlyreadable -Eachsightingbeingatleastonesecondinduration
tV metHodoLoGy
terminoLoGy • indirect exposure–whereamarketisgivenamediavalueforVolvo,butdoesnothaveanydirectexposurerecorded,thisisaresultofvaluebeingattributedto‘indirect’exposure.
• direct exposure–ifamarketreceivesdirectorindirectexposureforVolvoorotherbrands,buthasnomediavalueattributed,thisisaresultofloworzeroaudienceviewingthe
programmes,orlocallowCPTs’resultinginvaluelessthanUS$1,000.
• advertising Cost per thousand figures (Cpts)
Animpactvalueisthenappliedasfollows:
• Volvo – valued at 100% of the ad value equivalent
• team naming sponsor – valued at 70% of the ad value equivalent
indirect brand exposure value:ThisisthevalueplacedonindirectexposuregeneratedforVolvothroughdedicatedVolvoOceanRacebroadcasts.FortheTeams,coverageoftheirboat/personnelconveystheirinvolvementandthevaluesassociatedwith
it,evenwhentheirlogoisnotonscreen.BecauseitispossibletomeasuretheindirectexposuregeneratedforVolvoandeachTeamavaluecanbecalculatedusingtheactualsecondsofindirectexposure,programmeaudiencesandCPTs.Animpactvalueisthenappliedasfollows:
• Volvo – valued at 30% of programme duration (excluding news programmes)
• team naming sponsor – valued at 70% of the team time on screen (excluding news)
94 95
monitored tv channels
country activity
brazil tv globo, sbt, bandeirantes, rede tv!, record, band sPorts, sPortv 1+2, esPn brazil (all channels monitored around Port stoPover only)
china cctv 1, 4, 5, 9, news, btv 1, 5, 6, 7, dragon tv, stv sPorts, qingdao tv (around Port stoPover only)
ireland rte1, rte2, tv3, tg4
france fr1, fr2, fr3, m6, canal+, sPort+
germany ard including all regions, zdf, rtl, sat1, dsf, Pro7, n24, voX, n-tv, Kabel 1 + 70 additional channels
india dd national, dd news, dd sPorts, ten sPorts, star sPorts, ndtv + various other channels (all channels monitored around Port stoPover only)
italy rai 1-3, raisatsPort, italia 1, r4, c5, sKy italia 1+ 2
the netherlands ned1, ned2, ned3, rtl4, rtl5, sbs6
Pan euroPe eurosPort and euronews
russia channel 1, rossia, ntv, tvc, channel 3, ren tv, vesti 24, sPort, rbc
south africa sabc 1-3, etv, suPersPort, etv news 24 (all channels monitored around Port stoPover only)
sPain tve1, la2, antena 3, tele 5, canal +, teledePorte, telemadrid, tv 3 cat., c33
sweden svt 1+2, svt 24, tv3, tv4, tv4 Plus, tv4 sPort, Kanal 5, tv6
singaPore channel 5, channel 8, central, suria, can (all channels monitored around Port stoPover only)
uK bbc1, bbc2, itv1, channel 4, channel 5, sKy sPorts 1-3 and Xtra, sKy sPorts news, sKy news, bbc news 24, bbc london, itv london
usa esPn 1 and 2, sPeed, versus, abc, cbs, nbc, foX, cnn
row channels with sunset+vine highlights
country stations
argentina tyc sPorts
australia foX sPorts 1, 2 & 3
austria orf sPort
canada game tv
czech rePublic nova sPort
finland nelonen (channel 4), urheiluKanava
greece nova sPort 1&2, novas sPort 4
hong Kong atv world
JaPan J sPorts Plus, J sPorts esPn
new zealand sKy sPorts 1, sKy sPorts 2
norway tv2 zebra, tv2 sPort
Pan asia star sPorts
Poland nsPort
Portugal sPort tv, sPort tv 2
18.0BaCKGround
Sponsorexposureisrecordedonlyifthefollowingcriteriaaremet:
• all letters of a sponsor’s name appear in full
• the sponsor’s name is clearly readable
Simultaneousmultipleexposuresofasponsornamefromasinglesource(e.g.appearingintwoplacesonthemainsail)istreatedasasinglesighting.Valueisthencalculatedconsideringthefollowingfactors:
• readership of the publication
• advertising Cost per thousand figures (Cpts)
• Location of article
Press value calculations
media value = cPt x audience x imPact x scaler
• PublicationAdvertisingCost
• Basedonauditeddata(eg.NRSintheUK)
• Publicationweighting–generalversusspecialisttitles
• ImpactRatingbasedon: -Type-pictorialortext -Size -Prominence -Position/location -Colour -Numberofotheradvertisers/sponsors
online value calculations
media value = cPt x unique daily visitors x imPact
• WEBSITEAdVERTISINGCOST
• BASEdONAUdITEddATA(EG.NIElSENONlINE)
• IMPACTRATINGBASEdON: -TYPE-PICTORIAlORTEXT -SIZE -PROMINENCE -POSITION/lOCATION -COlOUR -NUMBEROFOTHERAdVERTISERS/SPONSORS
Sponsorexposureisrecordedonlyifthefollowingcriteriaaremet:
• all letters of a sponsor’s name appear in full
• the sponsor’s name is clearly readable
Simultaneousmultipleexposureofasponsornamefromasinglesource(e.g.appearingintwoplacesonthemainsail)istreatedasasinglesighting.Valueisthencalculatedconsideringthefollowingfactors:
•unique daily visitors/users to the site
•advertising Cost per thousand figures (Cpts)
print metHodoLoGy
online metHodoLoGy
within the publication (front page, back page, inside cover etc.)
• type of exposure – editorial or pictorial
• For pictorial exposures - size and colour of picture (black and white
vs. colour) and the prominent or secondary appearance of the sponsor
• number of other sponsors and/or advertisers visible simultaneously
•Location of article within the web site (e.g. homepage, click-through etc.)
• type of exposure – editorial or pictorial
• For pictorial exposures - size and colour of picture (black and white
vs. colour) and the prominent or secondary appearance of the sponsor
• number of other sponsors and/or advertisers visible simultaneously
outside of the Sunset+Vine programmes,
highlights packages were also distributed to
broadcasters globally.
96
Photos: sally Collison/PUMa oCean RaCing; RiCk DePPe/PUMa oCean RaCing; Delta lloyD; Dave kneale/volvo oCean RaCe; RiCk toMlinson/volvo oCean RaCe
if you would like to find out more,contact the commercial team:[email protected]
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